The Sun newspaper has dropped its price to 20 pence in the Carlton region in a move that puts pressure on its red top rivals.
The promotion is highlighted on today’s issue of the newspaper with the headline “20p Today and Every Weekday.”
It is unclear how long the price promotion will last but the News International publication will be keen to bolster its average net circulation, which has dropped below 3 million a number of times in recent months. In April the newspaper posted a circulation of 2,957,690, a drop of 3.6% on the previous month. The retailer margin will stay at 8.12 pence.
In other regions the price remains 30 pence but there is a promotion running with Morrisons for the next six weeks.
The Sun did bring its price down to 20 pence in the Granada region in October 2006 in a long-running promotion.
The Daily Star cut its price to 20 pence last November and has seen a subsequent circulation rise.
The Daily Mirror raised its price to 45 pence in January and insiders say that it is unlikely to enter a price cutting war with The Sun. Today it carried a promotion offering readers a free pasty at Greggs.
Trinity Mirror has just posted results showing advertising revenue down 30% for the first 17 weeks of the year.