Reach has announced the cover price increases of the Daily Mirror and Daily Mirror Scotland from 9 March that accompany percentage margin decreases.

The Daily Mirror will increase by 5p to 85p and the Daily Mirror Scotland will increase 5p to 90p. Retailer pence margins increased to 17p and 18p, respectively. The changes lower retailer percentage margins from 20.8% to 20%.

Reach circulation director John Howard told betterRetailing the rises represent “value-for-money cover prices in an extremely tough sales environment”. He added that the profit per copy remained “comfortably ahead” of its competitors.

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The circulation director added that the rise coincides with Cheltenham Festival, and the edition will include free bets and “the best racing coverage around”.

As of 1 March 2019, the title was priced at 75p for both weekday editions and offered 21.4% margin, making this week’s changes the second in a year.

Read the latest ABC circulation figures