The Daily Mirror is cutting its weekday cover price in the
second phase of the brand relaunch announced last month.
From Monday to Friday, the price of the Daily Mirror is being
reduced to 20p across England, Wales and Northern Ireland and to 50 cents in the
Republic of Ireland.
The price reduction will be supported by a national TV
advertising campaign and a 48-sheet poster campaign, using the new 'Think Again'
strapline.
Editor Piers Morgan said: "After winning the double Newspaper of
the Year Award, the strength of the paper is unprecedented.
"Now there's no excuse for anyone to buy any other title. It's
simply the best paper at the best price."
Price cutting is just part of a wider integrated strategy to
build the Mirror brand by attracting younger readers and encouraging our
existing readers to buy more often.
Mark Haysom, Trinity Mirror's Managing Director, National
Titles, said: "Analysis has shown that price is the most effective way of
building purchase frequency and circulation.
"With the Mirror brand stronger than it has ever been, it's the
perfect time to shout about the value of the paper."
These latest moves are the second stage of the Mirror relaunch,
which last month saw the paper shed its red-top masthead and revert back to the
original name.
It also moved away from short-term circulation boosting
initiatives, launched a hard-hitting new TV ad campaign and announced a host of
new writers, sections and layouts.And the Sunday Mirror unveiled its brand new
magazine - M Celebs, expanding the M sub-brand to four times a week and boosting
the paper's appeal to female readers.
