Express launches aggressive price-cutting campaign

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Claire Billings,

April 12, 2002

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Express launches aggressive price-cutting campaign

LONDON - Richard Desmond is to slash the cover price of the Daily Express as part of an aggressive strategy aimed at halting declining sales at the title, backed by a £1.5m TV advertising campaign.

News of the strategy comes just 24 hours after news broke that Desmond was set to cut the price of the Sunday and Saturday editions of the newspaper.

Desmond is understood to have vowed to "invest" in the title to increase its circulation by 50%.

The price cuts begin in tomorrow's Express, the price of which will be halved to 25p, while the price of Sunday's paper will be cut to 50p, half its normal price of £1.

From Monday, the Daily Express will be priced at 20p, a 15p reduction from its current 35p coverprice, which is already 5p below its mid-market rival the Daily Mail's 40p.

The TV campaign, created in-house and with media by OMD, will run across the Carlton TV region in London because it is a region where Express executives feel that rivals the Mirror and the Mail are weak.

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