Competition in the newspaper industry intensified this morning with the arrival of the Daily Mail's new Irish edition.
An television advertising campaign to support the title began on Saturday evening. The paper will be priced at 75 cent, although thousands of free and discounted copies will be distributed over the next few weeks as part of a promotional campaign.
The paper is being printed at the News International/Smurfit plant in Kells, Co Meath.
A number of journalists and commentators have agreed to write for the paper, including former editor of the Irish CatholicDavid Quinn and economist Moore McDowell. Staff from the United Kingdom are also helping to launch the paper, and Martin Clarke, former editor-in-chief of Ireland on Sunday, has been involved.
The decision to price the paper towards the lower end of the market is aimed at putting Independent News and Media under some pressure.
Its biggest-selling title, the Irish Independent, retails at €1.60, as does the Irish Examiner.
Associated Newspapers believes the price difference could prove crucial in stealing market share from the Irish Independent. Other titles owned or partly owned by Independent News and Media, such as the Starand the Evening Herald, could also face pressure.
The Daily Mailis already selling 9,262 copies in the Republic, and it hopes to bring this to at least 40,000 in the first few months of its existence.
This will be Associated Newspapers' third product launch in Ireland. Last year it took a substantial stake in the freesheet paper Metro, along with The Irish Timesand Swedish company Metro International. It also owns Ireland on Sunday.