ABSTRACT
In the aftermath of the Wapping revolution the British press became more competitive, as more titles competed for what was a generally declining readership. As was noted in the previous chapter, the response of the broadsheets to this challenge was to increase their size in physical terms, expanding with supplements and pull-out sections (by August 1992 the Sunday Times, for example, comprised ten sections). With the aid of such strategies the Sunday Times and other broadsheets, notably the Guardian and the Telegraph, while suffering circulation losses, nevertheless retained and even increased their market share of the newspaper-buying public. Then in July 1993, Rupert Murdoch’s News International launched a newspaper price war. That month News International cut the price of the Sun to 20p. In September the price of The Times was cut to 30p, extending the price war to the broadsheet market, at a cost to News International of £45 million per year.
