The Times takes a poke at rivals with 20p cheaper ad

The Times: ad highlights lower cover price compared to rivals
The Times: ad highlights lower cover price compared to rivals

News International is running a press ad in today's issue of The Times (14 November), highlighting that the paper is 20p cheaper than its quality rivals The Daily Telegraph and The Guardian.

News International has decided to run the ad after the cover price of the Daily Telegraph has today been lifted from £1 to £1.20, mirroring a similar move byThe Guardian.

The press ad displays the words "The Times" written in bold type, in between which is a £1 coin.

Underneath, it states: "Monday to Friday. The Times is just  £1 per day. That's 20p cheaper than The Daily Telegraph and The Guardian".

Tit-for-tat battles played out in advertising are not uncommon in newspapers.

The now-defunct rival free newspapers thelondonpaper and the London Lite ran advertising campaigns knocking each other.

The weekday prices of The Daily Telegraph and The Guardian are now £1.20, while their main quality rivals, The Times and The Independent, are priced at £1.

The press ad is thought to have been created in-house.

Follow John Reynolds on Twitter  @johnreynolds10

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