A NEWSPAPER price war has broken out in Cork, with the Irish Independent selling for 15p, rather than its usual price of 85p.
The Independent has claimed that its special promotion has doubled its sales, though it is still too early to see if any other publication has suffered.
An Independent Newspapers spokesman said the 15p newspaper would be on sale for 18 days; it started last Monday. He said the price reduction, available with a special voucher, was not below cost selling (which Independent Newspapers opposes) because it was a promotion and for a finite period.
Independent Newspapers, as part of the National Newspapers of Ireland (NNI), has complained to the Minister for Enterprise and Employment, Mr Richard Bruton, about what it has claimed is below cost selling by the British News International titles.
The London Times, printed by the Examiner in Cork, offered a voucher promotion two months ago in Cork. However, the voucher gave readers a free copy.
Mr Bruton has said he is seeking legal advice as to whether below cost selling of newspapers can be dealt with by law. At the moment, it does not breach any regulation.
The decision to target Cork has caused speculation about the thinking within Independent Newspapers. One view is that the promotion is linked to the Examiner's decision to print the Irish editions of the Times and the Sunday Times. It is also thought that it might be a response to the Examiner being promoted outside Munster.
The Examiner's chief executive Mr Alan Crosbie, said the Independent's promotion had not harmed it. He asked why a 15p newspaper was not being offered to the "Independent's loyal readers throughout the country".
Since the Examiner dropped Cork from its title, sales have increased. The six monthly figure for January to June of this year was up 4.6 per cent, to 54,406.
The audited monthly figure for July was 56,600.
The Independent Newspapers spokesman said the reason for the promotion was because of the weakness of the Irish Independent in Cork. It is behind the Examiner and The Irish Times. Its household penetration is 3 per cent in Cork compared to 16 per cent in the rest of the country. Daily sales are about 3,000.