The Times is launching an entertainment supplement, The Directory, this Saturday as promotions and new products take over from price cuts in the battle for the quality market.
Last week, The Times raised its price 5p to 35p, Tuesdays to Fridays. The Daily Telegraph matched the increase and upped its price to 45p.
Now The Times is boosting its Saturday title with a 52-page supplement covering TV listings, food, books, film, theatre and sporting events. The Guardian has made Saturday its best-selling day with an entertainment supplement, The Guide, as a key part of the paper.
The Independent followed suit with an entertainment supplement last month but has yet to increase its price from 40p. The Daily Mail has also made Saturday its best day of the week by concentrating on extra products and sections.
The Independent, which is celebrating its tenth anniversary this month, is teaming up with magazine distributor Comag to offer readers free magazines such as Arena, The Face and Viz as part of its anniversary promotions.