A price war has broken out between two of Britain's largest tabloids, the Daily Mirrorand the Sun.
Both newspapers will cost just 20p across most of Britain from Monday in the first major newspaper war since 1993.
The Daily Mirrormade the first move last night by announcing a price cut but within hours the Sunhad followed suit - with a spokesman declaring: "It's war."
The price cut comes after last month's relaunch of the Mirrorwhich saw the paper shedding its red-top masthead, adopting a more serious news agenda and reclaiming the Daily Mirrorname.
Editor Mr Piers Morgan says the price reduction - from 32p to 20p - is part of a long-term marketing strategy to attract more readers.
"This cut is part of a long-planned strategy. We believe we have a terrific paper and are using price to ensure it reaches a wider audience.
"We're sure that when people buy it and see what we have to offer, they'll go on reading it," he said.
The Sun- which normally sells for 30p - is owned by Mr Rupert Murdoch, and is part of the News International group that also includes The Timesof London and the News of the World.
The Daily Mirroris part of Trinity Mirror group that includes the Sunday Mirrorand the Sunday People.
The prices for the Daily Mirror'sand The Sun'sSaturday issues, which currently sell for 45p and 40p respectively, will remained unchanged.
PA