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Trinity Mirror set to increase Daily Mirror cover price as New Day sales falls to 110,000

Trinity Mirror is set to raise the cover price of the Daily Mirror from Saturday, The Drum has learned, while it is understood that New Day's sales have continued to dip less than a fortnight after launch.

The publisher has confirmed that from this weekend, the Saturday edition of the Daily Mirror will cost 10p more, priced at £1 and the weekday edition will rise by 5p to 65p, while in Scotland it will cost 70p.

According to a spokesperson, the decision is part of Trinity Mirror's 'periodical review'.

New Day is also set to continue to cost 25p, it was confirmed, despite the initial launch announcement stating that it would cost 50p after the cheaper trial price had expired. The decision to keep the lower cost has been decided in order to avoid a further fall in circulation, it has been speculated. Circulation of 110,000 is understood to be the current daily figure, though no confirmation was given.

"As we said when we launched, the pricing and marketing strategy are fairly fluid at the moment — while we are still in that launch period — so we aren't making long-term decisions. We don't therefore know how long we will have the trial price for — it might be a week, it might be a few weeks. The key thing is to keep the momentum going through this launch period, driving as much sampling as possible and encouraging frequency of purchase," a spokesperson explained.

Upon launch, the first edition of New Day, given away free, had a circulation of 150,000 copies.

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