Price cut leads to meteoric rise for Star in Scotland

A 15p cover price cut by the Daily Star in Scotland has seen it break the 100,000 barrier for the first time north of the border.

The paper reduced its cover price from 25p to 10p in January and has seen its sales soar from an average 62,444 in December.

Editor Nick Gates told Press Gazette: “We are absolutely delighted with how quickly the sales have shot up.

We expected to break the 100,000 barrier within a few months, but we have achieved that within a few weeks. We actually hit the 110,000 mark on one day recently.”

Gates said the increased sales had come at the expense of the Scottish redtops – the Daily Record, the Scottish Sun and the Scottish Mirror.

The Daily Star in Scotland shares a Glasgow office with its Northern & Shell stablemate, the Scottish Daily Express, and the papers pool editorial and other resources.

“There is little crossover in readership,” said Gates, “so it makes sense to use Express content in the Star. Our owner Richard Desmond has invested more money in marketing and promotions than our previous owner ever did. He didn’t seem to be all that interested in the Star, but Desmond is.”

By Hamish Mackay

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