News International is to cut the price of the recently relaunched Saturday Times to £1.00 from £1.50 for a “limited period”.
The price cut, starting from this weekend, forms part of a seven-week £2 m marketing campaign to support last month’s launch of the revamped six-section Saturday edition.
A three-week television and radio campaign, created by CHI & Partners, breaks today (5 February) supported by outdoor and below-the-line activity.
A sampling campaign includes sampling papers through Marks & Spencer, Pizza Express, Picture House and the National Theatre.
To further encourage trial, The Times is teaming up at point of sale with retailers including ASDA and Tesco.
James Harding, editor of The Times, says: “We want as many people to know that the paper has changed and the best way to do this is to get it into their hands.”
The price cut contrasts with last August’s 10p price hike to 80p for The Times weekday edition. The Daily Telegraph, The Guardian and The Independent all recently upped their cover price.
Total weekday circulation across The Times, including the Saturday edition, fell 3.36% month on month in December to 600,962, according to ABC figures.