For the last two Mondays, the Irish Independent has dropped its price from the normal €1.90 to €1, practically half price. It’s a fairly drastic move and one that it would have been loath to do in the past leaving to price weapon to the Tabloids.
| Financial Times | €2.30 |
| Irish Times | €1.90 |
| The Examiner | €1.90 |
| Daily Star | €1.40 |
| Daily Record | €1.30 |
| The Daily Telegraph | €1.20 |
| Daily Mail | €1.00 |
| Daily Mirror | €1.00 |
| The Guardian | €1.00 |
| The Independent | €1.00 |
| The Sun | €1.00 |
| Irish Independent | €1.00 |
| The Times | €0.95 |
| Daily Express | €0.75 |
| i | €0.30 |
You can see for the table above that there are only three papers less expensive than them on a Monday.
At the time of writhing, they had dropped their price for a second Monday to €1 One would have to wonder how many Mondays will they keep this up as the day should be a decent enough day for sales with all the sports coverage from the weekend.
I also know that they maintained the retailers margin, based on the €1.90 price so the coffers will be pretty bare on Tuesday morning!
