By Hamish Mackay
The Scottish Sun this week dropped its cover price to 10p across Scotland as it raised the ante in its bruising circulation battle with the Scottish Daily Record.
The long-running circulation war took on a new dimension when The Scottish Sun slashed its cover price from 20p to 10p in the West of Scotland several weeks ago. It had dropped from 30p to 20p in that region in January 2005.
The Daily Record retaliated this spring by dropping its price from 35p to in effect 15p across Scotland by introducing a 20p discount voucher system.
The Sun was selling at 30p in other parts of Scotland before its drop to 10p this week.
Colin McClatchie, the managing director of News International in Scotland and Ireland, declared: “We are reducing the gap all the time and this, bluntly, is the final push.”
The Scottish Sun closed the gap to 57,611 in January – selling an average of 368,818 compared with the Daily Record’s 426,429.