BRITAIN’S best-selling daily newspaper – The Sun – will make a credit crunch defying price cut on Monday (August 4 2008) by dropping its cover price to 30p for every UK edition.

The Sun’s Monday to Friday cover price in England and Wales is currently 35p and 30p in the Carlton TV area and Scotland.

From Monday 2,500,000 copies of The Sun currently selling at 35p will drop to 30p.

The new nationwide price of 30p will make The Sun 10p cheaper than the Daily Mirror, 20p cheaper than the Daily Mail and 5p cheaper than the Daily Star.

This huge investment in cover price marketing for The Sun comes after the title has celebrated six consecutive months of year-on-year circulation growth.

Sun Marketing Director Roland Agambar said: “At a time when many companies, including our competitors, are constantly cutting costs to the detriment of their product, we are constantly looking to improve our product and increase the value we give to our readers.

‘This 5p price cut will mean The Sun is delivering even greater value than ever to its readers at a time when every penny counts for the people of Britain.

‘Our success has been built on always knowing what our customers want and trying to give it to them. This price cut is a recognition that customers are looking to save every penny possible in a time of economic uncertainty.

‘This price cut will also be supported by continued product investment.’

Sun Managing Editor Graham Dudman said: ‘Our state-of-the art full colour presses and unbeatable mix of brilliant news, sport and features has led to year-on-year increases in circulation every month this year.

‘We now outsell the combined sales of the Daily Mirror, the Daily Star and the Daily Express.

‘This mix of agenda-setting journalism with a lower nationwide cover price means The Sun is bucking the industry trend of cutbacks, cost-cutting and cover price rises.

‘We are delighted to be investing in journalism and giving our readers all over the country unrivalled value for money.’

The Sun will continue to pay their retailers in England based on a cover price of 35p and hope they will benefit with even more sales of The Sun yet still receiving the same amount of revenue per copy as before.