Times cuts Saturday cover price

News International plans to slash the cover price of its new-look Saturday Times by 50p to £1 for a limited period, as part of a seven-week marketing drive.

The third-off price cut is part of the publisher’s £2 million advertising campaign, which has been created by CHI & Partners in association with brand consultant Venturethree, to highlight the new six-section Saturday Times.

News International relaunched its Saturday edition of The Times on January 24, with revamped supplements, a new broadsheet format section and three new supplements (see Times to relaunch its Saturday edition).

The new trial price offer will be promoted in a three-week TV ad campaign, which is due to start tonight.

News International has already been running an extensive outdoor and radio campaign for the last two weeks, as well as a significant below-the-line push.

James Harding, The Times‘ editor, said: “We want as many people to know that the paper has changed and the best way to do this is to get into their hands.”

The marketing drive is also expected to include sampling papers through The Times‘ long-term partners, such as Picture House and the National Theatre, as well as promotions in major retailers.

News International: 020 7782 3922 www.newscorp.co.uk