The Daily Record looks to have flinched first in the cutprice circulation war between it and The Scottish Sun.
With the Sun now believed to be ahead of its arch-rival, according to unofficial Monday-to-Friday sales figures, the Daily Record has reduced the value of its discount voucher offer.
In a bid to counter The Scottish Sun slashing its cover price to 10p at the end of March, the Daily Record retaliated by printing vouchers in the paper offering the following day’s edition for 15p — effectively a saving of 20p.
However, on Monday the Trinity Mirror tabloid reduced the voucher’s value to 15p, which, with a cover price of 35p, makes it now double the price of its Murdoch-owned rival, even when discounted.
The Daily Record price decision came just days after parent company Trinity Mirror forecast a 10.6 per cent fall in advertising revenue for the first half of the year.
The company said the advertising environment “remains weak” and assumes that this “will continue for the remainder of the year”.