The Daily Mirror may have started the latest tabloid price war, but it looks as if The Sun is determined to take the battle to a bloody conclusion by dropping its price for weekday issues in the London region to 10p this week.
Along with claiming victory in June's ABC figures, with a 2.1% increase in its six monthly average year-on-year figures compared to the Mirror's fall of 3.56%, The Sun also believes estimated sales figures for last week prove its red-top strategy is winning against the Mirror's more high-brow stance.
On Wednesday last week, the title claims it sold 1.7 million copies more than the Mirror - the highest margin between the two papers since The Sun editor David Yelland took over in 1998.
Its claimed victory was won with a front page that included a story about Jade from Big Brother and a cheap holiday offer. By contrast, the Mirror's splash centred on the IRA apology that day.
However, The Sun's latest cover price tactic is said to be costing the paper an estimated £2m a week. And there is no indication when the price war might end. But News Group ad director Ian Clarke said when the title goes into a price war "we do it properly. And Rupert Murdoch has deep pockets".
However, the Mirror hit back, arguing quality would win out over celebrity. Mirror Group advertisement director Neal Hurman said far from a failure, the Mirror coverage in Wednesday's papers (last week) showed the clear blue water between the two rivals.
"We've made a decision in terms of editorial and what the paper stands for - and that is not sticking Jade on the front cover."
The Mirror editor Piers Morgan added: "In fact, all The Sun is doing is spending three times as much money as us."
The Mirror's strategy continues to win the cautious backing of some agencies. MediaCom group press director Steve Goodman said: "We view diversity at that end of the market positively. Different editorial emphasis means we've got more choice in our campaigns."
.jpg)
.jpg)