Price cut pays for Independent on Sunday

by John Reynolds Media Week 09-May-08, 14:50

LONDON - The Independent on Sunday's decision to slash its cover price last month is bearing fruit, with the paper one of only two quality titles to record a month-on-month circulation lift, according to the latest ABC figures.

The title recorded a month-on-month circulation rise of 1.67%, to sell 225,403 copies in April, although its circulation was down year on year by 7.93%.
The Independent on Sunday slashed its cover price from £1.80 to £1 during the last week of the month, except in the Carlton ITV region, and gave away a free Exterminating Angel DVD.

The Sunday Telegraph, meanwhile, which gave away a DVD on Margaret Thatcher last month, was the only other quality title to record a month-on-month lift, jumping 1.79% to sell 636,719 copies in the month.

Among the red-tops, The Sun's circulation was up nearly 3% year on year in April. In April, it averaged 3,131,919 copy sales per day,

However, The Sun's rivals, the Daily Mirror and the Daily Star, posted declines in copy sales last month. The Mirror's circulation in April fell by 0.4%, compared with the previous month to of 1,478,036 copies. The Daily Star's circulation fell 5.2% year on year, to an average of 730,244 copies.