The Guardian follows broadsheet rivals in price hike

LONDON - The Guardian has followed its broadsheet rivals, led by the Daily Telegraph and The Independent, and increased its cover price by 5p to 55p.

The Guardian, which has always stayed out of previous price wars, was widely expected to follow suit.

The Guardian is now the same price as The Independent and the Telegraph, which were the first to raise their cover price, followed by The Times, which at 45p remains the cheapest paper in the broadsheet market.

Carolyn McCall, managing director of Guardian Newspapers, said: "At 55p, The Guardian offers fantastic value for money to our readers. This price increase will allow us to invest yet further in the most innovative newspaper in the country. At long last, the market is recognising the extraordinary value of newspapers and this is good news for the industry as a whole."

The Times has followed rivals The Independent and The Daily Telegraph by raising the cover price of its Monday-to-Friday editions to 45p, suggesting the broadsheet price wars might be over for now.

The price rises bring an end an almost decade-long price war initiated by Rupert Murdoch's UK newspaper business News International in 1993 when The Times dropped its price to 30p and, at one stage, 10p on Mondays in an attempt to boost sales.

Despite the Times's price cut in 1993, the Telegraph has retained its lead in the weekday broadsheet market, with an ABC circulation of 1,002,739. The Times, which put its price up to 40p in June last year, had hoped to overtake the Telegraph and, even though it failed to hit that target, its sales have almost doubled to 677,524.

The Independent's circulation is languishing at 224,876, behind The Guardian, which has an ABC of 387,239.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .

Topics

Market Reports

Get unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Market Reports.

Find out more

Enjoying ±±¾©Èü³µpk10’s content?

 Get unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content