The Sun continues to outperform Daily Mirror in price war

LONDON - The Sun is continuing to outperform the Daily Mirror in the price war between the two, as the latter saw its circulation slip for the second month in a row while its Rupert Murdoch-owned rival rose 2.41% in July.

The Daily Mirror saw its circulation slide 1.17% in July, according to the latest set of figures from the ABC. Last month, the relaunched Daily Mirror, which has been heavily pushing its anti-war-on-Iraq message, saw sales figures fall 0.57%.

Although the Daily Mirror maintained its 20p cover price in London, its average daily sales figure for July fell to 2,092,034, down from 2,116,117 last month, The Sun grew to 3,609,493, up from 3,524,673 in June, as it continues with its discounted 20p cover price.

At the bottom end of the tabloid market, the Daily Star continues its rise. The Richard Desmond-owned tabloid, which is to be joined with a sister Sunday title in September, saw its sales rise 9.38% to 736,088 month on month.

The success of the red top will undoubtedly see it surpass its stable mate the Daily Express in terms of full sale copies in next month's ABC figures. It sold almost 600,000 copies at full sale price in July, just 31,000 short of the Daily Express.

The Daily Express has managed to make up some of the ground it lost recently. It rose 9.42% in July to 992,859 while its mid-market rival the Daily Mail was up 0.19% to 2,416,895.

In the broadsheet market, it was only The Daily Telegraph and the troubled Independent that saw any growth, and in both cases it was slight. The Telegraph was up 0.06% to 1,005,003, while the Indy was up 0.78% to 226,241.

The biggest falls were recorded by the strife-torn Scotsman, which fell 3.67% to 73,111, followed by the Financial Times, which was down 3.22 to 459,141.

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