The Daily Mirror is concentrating its pricing initiative in the
third phase of the brand relaunch.
From Monday, the weekday cover price of the paper will return to
32p in selected regions, but it will continue to sell at a reduced price in key
areas across the country.
In the London, Meridian, Central, West and South West regions,
the price remains at 20p and, in Scotland, it stays at 10p.
This targeted regional pricing activity is part of a wider
integrated marketing strategy, announced in February, to build the Mirror brand
and strengthen circulation performance.
Mark Haysom, Trinity Mirror's Managing Director, National
Titles, said: "The Mirror brand relaunch has been the result of detailed
analysis and planning."
"Part of the strategy is to use reduced price to build long-term
purchase frequency and circulation."
"Our plan has always been to divide the country in two after an
initial national pricing burst."
"This enables us to focus our resources on key regions to get
the maximum benefit for the longest time."
In the first phase of its relaunch, the paper shed its red-top
masthead and reverted to the original name.
It also launched a radical TV advertising campaign and unveiled
new writers, sections and layouts.
And the Sunday Mirror's new magazine - M Celebs - hit the news
stands, expanding the M sub-brand to four times a week and boosting the paper's
appeal to female readers.
This was followed by the national weekday price reduction to 20p
last month.
Editor Piers Morgan said: "The relaunch has gone superbly and
the readers are firmly behind everything we're doing."
"Circulation uplifts have exceeded our expectations and the
latest figures show us up by over 9% Monday to Friday*."
"Following our hat-trick of Newspaper of the Year awards,
there's a tremendous spirit on the paper."
"The Daily Mirror is redefining the popular newspaper landscape,
and everyone's enjoying being part of it."
