The price is almost half the price of the titles it will be competing against. News International's News of the World and Trinity Mirror's Sunday Mirror and The People are all priced at 65p.
News of the pricing strategy is expected to have Trinity Mirror finance chiefs quaking in their boots, as the company has just pulled out of an expensive cover-price war between the Daily Mirror and The Sun.
If Trinity Mirror does enter into a price-cutting strategy it will have to subsidise both its Sunday tabloids, having just spent £2m on a relaunch of The People in anticipation of the Sunday Star's launch.
The News of the World is expected to be the worst hit by the launch of the Sunday Star. The new title will be a sister newspaper to the Daily Star, whose readers have traditionally turned to the News of the World, sister paper to The Sun, on Sundays.
If a price war does break out, it is not expected to last long because the war between the tabloid dailies is understood to have made rather large holes in the pockets of News International, as well as Trinity Mirror.
Desmond must also be feeling the pinch of the price war, because it was The Star that kicked it off by slashing its cover price first to 20p and then to 10p when pricing hostilities broke out between the Sun and the Mirror.
The Sunday Star is set to debut in September, although reports are divided as to whether its first issue will hit newsstands on September 1 or 15.
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