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.
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