Mirror Pulls Out of UK Tabloid Price War, Claiming Victory

07 June 2002

The Daily Mirror, standard bearer of the Trinity Mirror Group, has quit its no-holds-barred price war with Murdoch-owned rival, The Sun. The Mirror claims a 9% rise in daily circulation since battle commenced earlier this year.

Boasts editor Piers Morgan, who purports to have taken his title upmarket: “Circulation uplifts have exceeded our expectations and the latest figures show us up by more than 9% Monday to Friday.”

The paper, which had decimated its cover price to just ten pence, will revert to the previous price of 32p across much of England and Wales while retaining its 10p price in Scotland and holding the increase to 20p in London. The news pleased investors and Trinity’s share price. rose by 1.5% to £4.53.

The Mirror's latest audited circulation figures will be revealed today (Friday) when the Audit Bureau of Circulations publishes its data for national newspapers.

Data sourced from: BrandRepublic (UK); additional content by WARC staff