British media group Trinity Mirror is reportedly preparing to retreat from the last vestiges of the expensive price war between its flagship title The Mirror and arch-rival The Sun.

Last May, The Mirror commenced hostilities by lowering its cover price from 32p ($0.52; €0.48) to 20p – a move swiftly matched by The Sun, owned by Rupert Murdoch’s News International [WAMN: 14-May-02].

The Mirror’s price soon rose back to 32p in many parts of the UK, but both papers continue to sell for 20p in London.

The decision to raise the price of its leading title in the capital follows the arrival at Trinity Mirror of new chief executive Sly Bailey.

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