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The New Day: Price rises to 50p and sales believed to have dropped below 100,000

By Dominic Ponsford

Trinity Mirror has raised the cover price of The New Day to 50p just over two weeks after the title was launched.

The publisher said last week that the price would stay at the 25p trial for longer than the initially-planned two-week period. But now it has reversed that decision and raised the price.

The initial sales target for the politically-neutral title, which is aimed largely at women, was 200,000 sales a day. But latest reports are that it is selling below 100,000 per day (which is believed to be the break-even threshhold).

Press Gazette understands that Mirror reporters have been asked to contribute content to The New Day.

Insiders fear that losses from the new title could lead to more budget cuts at the Daily and Sunday Mirror and the People.

The New Day launch was said to have been backed up by a £5m marketing strategy.

The title is said to have an editorial team 25.

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