The Daily Mail has rolled back its newspaper prices to ten years ago as part of a new print subscription offer, giving retailers an opportunity to boost their category sales.

As part of the new print subscription offer announced this week by publisher DMG Media, new subscribers in Scotland, England and Wales who enrol in a seven-day title subscription will save 33% a year.

The initiative allows readers to get weekdays editions of the Daily Mail for 55p, the Saturday edition for 90p and The Mail on Sunday for £1.50. 

The monthly subscription cost for new subscribers would be £22.32, down from £26.80, saving readers £132 a year.

The seven-day sub offer also includes £15 worth of M&S vouchers to be paid with Nectar points that will be awarded at the time of subscription.

The scheme also allows readers to take out a weekend subscription only, with a 25% discount at £10.40 per month, as well as includes a £15 Marks & Spencer voucher, which is payable via 3,000 Nectar points. 

The publisher confirmed the offer will be available to new subscribers only and be valid for one year. However, vouchers to redeem the offer will only be issued quarterly. This means that readers will receive 13 weeks’ worth of vouchers at the time.

Commenting on the launch, Mail Newspapers’ head of circulation, Shaun Jones confirmed retailer will earn full price margins.

“Although subscribers will save and pay less, retailers will of course get full cover price and cash margins, which following this week’s price rises, where we maintained terms, means they will earn more money on each copy sold,” he said.

The news comes in the same week as the new cover price increase for weekdays and Saturday editions of the title came into force, with retailer margins maintained pro-rata.

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