Mirror loses ground as price war ends

LONDON - The decision by the Daily Mirror to end its nationwide price war with arch-rival The Sun has proved right critics who said it would not increase sales in the long term, as its June sales figures fell 0.57% on the previous month.

Although the Daily Mirror maintained its 20p cover price in London, its average daily sales figure for June fell to 2,116,117. The Sun, owned by media powerhouse News International, grew 1.9% to 3,524,673 copies, as it continued with its discounted 20p cover price.

The other national tabloid the Daily Star, which has continued to sell at the bargain price of 10p, was down 1.04% to 672,949 however.

Both mid-market tabloids, the Daily Mail and Daily Express were up. The Mail rose 0.28% to 2,412,384 while the Express climbed 0.25% to 941,790.

Out of the broadsheets, the smallest of the quality newspapers The Independent has failed to reverse its fall, sliding a further 1% to 224,897 despite a redesign. However, in recent weeks, it has began to try to halt the decline by launching its own cover-price discounting campaign.

All the other broadsheets lost sales in June. The Daily Telegraph was down 0.27% to 1,004,369, The Times down 0.44% to 703,834 and The Guardian slid 0.38% to 398,931.

The Financial Times fell 1.13% even though it managed, earlier this month, to hold on to its number one position as Europe's leading business title for the third year running, according to the Europe 2002 Survey.

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