Mirror ends price war as sales rise 9%

LONDON - Trinity Mirror has ended the tabloid price war between its flagship Daily Mirror and arch-rival The Sun, after its circulation rose 9%, according to early figures from the group.

The paper is to revert to its 32p price in some parts of the country, although it will retain its 20p cover price in the London, Meridian, Central West and South West regions. It will keep its 10p price in Scotland.

The news sent Trinity Mirror's shares up 1.5% to 453p on the news of the price hike.

According to Mark Hayson, managing director of Trinity Mirror, the plan to introduce the full price of the newspaper in different stages in separate parts of country had always been part of the company's strategy.

He said: "Our plan has always been to divide the country in two after an initial pricing burst. This enables us to focus our resources on key regions to get the maximum benefit for the longest time."

The rise in price comes a month after the Daily Mirror launched its price war to introduce new readers to recent changes to the paper, which have seen it drop its red-top look, change back from the Mirror to the Daily Mirror and focus more on serious news reporting.

The paper has won a number of awards since its repositioning, which followed its coverage of September 11 and the unfolding story that followed.

The changes have been supported by a TV ad campaign and new sections, layouts and writers. One of the most notable of these was the extension of its Sunday supplement M with the launch of a four-times-a-week celebrity supplement called M Celebs, in an attempt to appeal to more female readers.

Editor Piers Morgan said: "Circulation uplifts have exceeded our expectations and the latest figures show us up by more than 9% Monday to Friday."

However, the circulation rise is not expected to last long, as many of its new readers are expected to drop off in the coming months.

The Mirror's audited circulation figures will be available tomorrow when the Audit Bureau of Circulation reveals its figures for national newspapers.

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