Times rethinks pricing strategy

The Times is dropping its price-cutting strategy and returning to brand-based marketing.

News International has briefed agencies pitching for The Times’ creative account to devise a heavyweight branding campaign to support the newspaper while its price increases.

The campaign will break in mid-October and the price will rise in a series of incremental moves, keeping its competitors, The Daily Telegraph and The Independent, guessing about its strategy.

The price is expected to eventually settle at around 40p.

“The Times is keeping the possibility of price cutting in reserve,” says one agency source on the pitch list. “But the price war as the core strategy will be dropped and The Times will return to brand-based advertising.”

The Times is expected to try to keep its price lower than

The Daily Telegraph and The Independent. It is currently 10p cheaper than both papers, at 25p.

When The Times cut its price from 45p to 30p in August 1993 its circulation was about 360,000 and had fallen six per cent in the previous 12 months. In the July 1995 ABCs its circulation stood at 652,419.

The incumbent Arc Advertising is pitching against Lowe Howard-Spink, Publicis, WCRS and Rainey Kelly Campbell Roalfe for both The Times and Sunday Times.

News International was unavailable for comment as Marketing Week went to press.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here