Price war looming between Irish
paper giants
Associated Newspapers one of Britain’s biggest newspaper groups
is planning a major price war in Ireland in an attempt to boost the circulation
of the Daily Irish Mail.
From this week the weekday edition will retail at 30 cent compared with
its current price of 50 cent.
The paper was launched 12 months ago at 30 cent before rising to its current
price in April. The Saturday paper will be cut in price from 80 cent to
50 cent from February 10.
Readers on Saturday will also receive a free copy of You a British women’s
magazine. You is currently offered free with the Mail on Sunday in Britain.
The move will put pressure on Independent News & Media the Sir Anthony
O’Reilly-controlled group whose titles include the Irish Independent
and Irish Daily Star.
It could also have an impact on sales of the Irish Sun the biggest-selling
tabloid in Ireland. The Sun’s circulation has been in steady decline
since the launch of the Daily Irish Mail.
Latest figures from the Audit Bureau of Circulations show that the Mail’s
Irish edition sold 60,188 copies a day in December.
One senior executive at the Daily Irish Mail said the group was “absolutely
convinced” that the paper could boost its sales by 10,000 copies
a day.
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