Rupert Murdoch on Thursday fired the opening shot in his battle to reclaim Britain's Sunday newspaper market by announcing his newly launched publication would be half the price of his previous title. The 80-year-old tycoon took to microblogging website Twitter to reveal: "Regular Sunday price for The Sun only 50p -- and Saturday's Sun going down to 50p too! Great news for readers and the economy." Murdoch's News of the World -- the Sunday tabloid which shut seven months ago over the phone-hacking scandal -- cost one pound ($1.57, 1.18 euros), the same cover price as rivals the Sunday Mirror and The People. The 50 percent price cut announced for The Sun on Sunday, which will hit the stands this weekend, signals the Australian-born businessman's hunger to once again own the top-selling Sunday newspaper. The News of the World dominated the country's Sunday market with sales averaging 2.67 million when Murdoch took the decision to close it in July last year. Publisher News International said the US-based mogul would be in London to oversee the launch this Sunday and confirmed that the editor of the weekday paper, Dominic Mohan, would also edit the Sun on Sunday. Murdoch flew in to Britain last week to announce the creation of the new paper and to promise demoralised staff he would stand by them despite the arrest of senior Sun journalists over bribery allegations.
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