The Daily Star has cut its cover price from 35p to 20p. The price change now makes the red top the cheapest national daily newspaper in the UK.
It also makes it 10p cheaper than its tabloid rival The Sun – which reduced its price to 30p in August – and 20p cheaper than the Daily Mirror.
The newspaper promoted the price cut with a front-page pointer and an article inside the paper which includes celebrity endorsements of the paper.
The article states: “Today the Daily Star is cutting its cover price to a credit crunch-busting 20p. This makes us officially Britain’s best value national newspaper.”
“It gives you an extra 15p in your pocket every weekday – and, let’s face it, in today’s tough economic climate every penny really does count.”
According to figures released last month by the Audit Bureau of Circulations for the six months to September, the Daily Star suffered a 7.9% year on year fall to 735,048 and 2.67% fall month-on-month.
Earlier this year, Associated Newspapers increased the Daily Mail’s cover price by 5p to 50p, leading Northern & Shell-owned Daily Express to proclaim on its masthead “10p cheaper than the Daily Mail and ten times better”. The Independent and The Times have also increased cover prices this year.