The ‘price roll back’ promotion involves a minimum three month subscription at £22.32 per month for Monday to Sunday editions. The price is equivalent to 55p for the Daily Mail which has a current cover price of 90p, and an overall saving of 33%.

A weekend print package is £10.40 per month, a discount of 25% on the cover price. 

The seven-day sub offer also includes a further sweetener of a £15 M&S voucher, which is payable via 3,000 Nectar points.

It’s a bold move at a time when newspaper publishers are wrangling with the soaring cost of newsprint. Rival Reach recently stated that its newsprint costs had gone up by more than 50%. It has cut print runs and paginations, and put up cover prices.  

The Daily Mail has an average circulation of 732,309 from Monday-Friday. The Saturday edition sells more than 1.3m copies, and the Mail on Sunday 728,557. At the time of the Mail’s most recent ABC certificate in June, it had 26,582 Monday-Friday subscribers, 38,928 for Saturday, and 38,214 Sunday subs. 

DMGT de-listed from the stock market at the beginning of the year, and as a result the group is no longer required to issue regular trading updates.