Newspapers are complex businesses in their own right, with many moving parts working in synergy to get a daily product out of the door and into 55,000 retailers every single day. That said, there are only a few levers to pull to increase revenues - mainly cover price, advertising revenues and commercial offers to customers.
News International are playing around with cover price again, with The Sun at 20p on weekdays to try and give the circulation a boost and keep it up over 3 million copies a day. 3 million copies a day is still a good result in one of the toughest markets in the world, but the cost in lost cover price revenues over a sustained period runs into the £millions and will be a drain on any business. Good sport brand TV campaign for The Sun at the moment by the way, well bought in that I've seen it 4 or 5 times, and well executed with a cut down version meaning I'm not bored of it yet.
Will be interesting to see how long the cover price stays at 20p, whether the Mirror will wait or react, and how well the audience perception of "best for sport" is cemented and increased by the marketing activity