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Daily slashes cost as rival launch sparks newspaper price war

A regional daily has slashed its cover price after the launch of a new rival title on its patch.

The Wigan Post has implemented a 25p price cut days after the Manchester Evening News launched an edition covering the town.

Reach plc’s MEN edition hit newsstands in Wigan from last Monday with a cover price of 95p.

But a week on the Post, published by JPIMedia, has responded by dropping the cost of its issues from £1.15 to 90p.

We Are Wigan

The price decrease was brought in on Monday and has been advertised prominently on the Post’s front page every day since.

A subscription offer, which allows readers to get the Post for 75p, has also been promoted by the newspaper.

The move coincided with the launch of a new campaign by the Post called ‘We Are Wigan’, aimed at celebrating “everyone and everything that is good” about its patch.

In a piece launching the campaign, reporter Gaynor Clarke wrote: “We asked you tell us about the people who have made a difference for you during the coronavirus pandemic: from your loved ones, neighbours and work colleagues to NHS staff, delivery drivers, clergy and teachers.

“And you certainly did not let us down, with so many heart-warming tales of the people who have gone the extra mile to help you out and make you smile.

“You shared your stories of the important things being done by your parents to allow you to keep working, your partner for holding your hand when it mattered, NHS staff caring for you and your loved ones, friends who have done your shopping and the businesses that helped with everyday essentials.

“Times may be tough for many people right now, but it clear that Wiganers are pulling together and there is plenty of community spirit in our borough.”

JPIMedia declined to comment on the price decrease when approached by HTFP.