Herald drops cover price to €1

Independent News & Media (INM) is to cut the price of the Evening Herald by 20 per cent from €1.20 to €1 from tomorrow, following the government Vat rate reduction. Herald editor Stephen Rae said the Vat drop would have knocked five per cent off the cover price, but they decided to go the extra 15 per cent to promote circulation.

Stephen Rae, Evening Herald

Evening Herald editor Stephen Rae and columnist Michael O’Doherty

“The paper has been outperforming the market for some time now,” Rae told Marketing.ie, ” and our run of press count is up ten per cent. That’s mainly down to the paper’s repositioning in the mid market. The price initiative will drive sales and put us in an even healthier position.”

Herald opinion columnists include Ireland’s former Miss World Rosanna Davison, Anna Nolan, former Special Branch detective Gerry O’Carroll, VIP publisher Michael O’Doherty and Con Houlihan. Sports writers include John Giles, Ciaran Whelan and Luke Fitzgerald. The Dubliner magazine appears as a free supplement.

Other newspapers and consumer magazines are reducing their prices in line with the Vat rate cut.

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