Britain’s two leading daily tabloids are embroiled in a price war.

The spat was instigated by the Daily Mirror – recently relaunched in a bid to lose its downmarket image with ‘serious’ content – which cut the cover price for Monday’s edition to 20p ($0.29; €0.32) from 32p.

Its move prompted a rapid response from chief rival daily The Sun, owned by Rupert Murdoch’s News International, which reduced its price from 30p to 20p. “They’ve picked a fight and we have to respond,” declared NI’s executive chairman Les Hinton.

The Mirror (owned by Trinity Mirror) is keen to close the 1.1 million gap in circulation between itself and the market leading Sun.

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