Trinity Mirror doubles cover price of New Day newspaper despite circulation struggles
The cover price of Trinity Mirror's New Day newspaper doubled to 50p today despite the title's circulation falling to below 90,000.
The publisher originally intended to raise the cover price from 25p to 50p after two weeks, although it stressed it could be flexible.
Read more: New Day could be closed if it's not profitable by 2017
But the price rise had been delayed after reports the circulation of the title had fallen below 90,000.
In the long-term, Trinity Mirror is targeting a New Day circulation of 200,000.
But, in an interview with City PM on launch day, chief executive Simon Fox said the future of the title would be considered "very carefully" if it was not profitable by 2017.
Trinity Mirror – which also publishes the Daily Mirror, Sunday Mirror, Sunday People and a large stable of regional newspapers – launched New Day as a free title on 29 February. Its cover price was then raised to 25p.
It has been widely reported that New Day's circulation peaked at 150,000 but has since fallen on some days to below 90,000.
Trinity Mirror also raised the cover price of the Daily Mirror this week, from 60p to 65p. The price of its red-top rival The Sun also went up this week, from 40p to 50p.