British Tabloids Engage in New Price War

<i> Reuters</i>

Britain’s most popular daily newspaper, the raunchy tabloid Sun, slashed its price by 20% Sunday, prompting its biggest rival, the Daily Mirror, into an unprecedented counterattack.

After hearing that the Sun had cut its price from 30 cents, the Mirror announced that--for one day only--it would sell for just 15 cents.

The Mirror used its entire front page to advertise the special deal.