The Sun, owned by Rupert Murdoch's News International, has seized the initiative in the pricing war, started by Trinity Mirror in May. The Mirror had slashed its cover price from 32p to 20p to promote its relaunch and The Sun immediately followed suit dropping from 30p to 20p.
This latest move will be a blow to The Daily Mirror which has since reverted to 32p in many parts of the country after shareholders reacted unfavourably to the price cuts and June sales fell by 0.57%. The Sun enjoyed a 1.9% increase in readership in the same month.
The Sun editor David Yelland told staff in an email: "This price war was begun by Trinity Mirror and will be finished by us on our own terms. This war is serious."
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