17 Jul 2011

Rival to print extra papers this weekend

9:44 am on 17 July 2011

A News Corporation rival is planning a major marketing drive to pick up on the absence of the News of the World from news stands this weekend in Britain.

Trinity Mirror said an extra 1.75 million papers will be printed on Sunday.

One million will be of the Sunday Mirror, 500,000 of the People and 250,000 of the Sunday Mail.

News International has closed the News of the World in response to the phone hacking scandal. The paper was the long-time market leader, with a circulation of 2.67 million copies.

In a letter to advertisers, Trinity Mirror chief executive Sly Bailey said the drive would include promotions, television advertising, direct mail and price cuts in selected regions.

''Our brands are trusted and respected by our readers,'' she said.

The BBC reports another to gain from the News of the World's departure is the Mail on Sunday.

Its owner, the Daily Mail & General Trust refused to comment on its marketing plans for the first weekend without the long-time market leader.

However, DMGT issued a statement saying high costs of printing and poor advertising figures are forcing it to put up the price of its weekday edition of the Daily Mail by 10% - from 50p to 55p.

The group also said that advertising in the second quarter was down 7%.

The statement sparked a fall in DMGT's share price of more than 4%.

The Daily Star Sunday, part of the Northern & Shell group which also owns the Daily Express, is also reported to be launching a new magazine this weekend, with an increase in print run.