The Independent slashes its price in new campaign

The Independent newspaper – a fervent opponent of predatory pricing -has cut its cover price in the North and Midlands in a bid to encourage new readers.

The newspaper’s price has been slashed from 45p to 30p to coincide with the launch of a new branding campaign which broke in cinemas last Friday.

The price cut came only a day after the Liberal Democrat peer,

Lord McNally, attempted to introduce an amendment to the Government’s Competition Bill proposing tough new regulations on predatory pricing.

A statement issued by The Independent says: “In line with all other newspapers we occasionally embark on tactical sampling, giving non-readers the chance to enjoy the substantial improvements that have been made to The Independent since Independent Newspapers Plc acquired the title earlier this year.”

The statement makes it clear that the newspaper is not opposed to short term price-cutting.

It goes on: “Throughout the tactical sampling, however, The Independent will continue to be sold above cost, something that News International consistently failed to do with The Times.”

The newspaper’s cinema ad, aimed at 18- to 35-year-olds with a voice-over by poet John Cooper-Clarke, is to be boosted by a 500-site poster blitz breaking on Sunday (November 1).

According to the Audit Bureau of Circulations, The Independent’s average net circulation for the period April 1998 to September 1998 was 220,853 – down 16.25 per cent on the same period last year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 3711 or email subscriptions@marketingweek.com

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