IPC Boosts TV Guide Value With Lower Cover Price
IPC Media has cut the price of its popular What’s on TV guide, reducing its regular cover price to provide readers with better value but retaining all the TV news and views, as well as comprehensive weekly listings information.
The title’s cover price will fall to 35p from the issue dated 29 January, a move which follows successful price tests in August 2004, and extensive consumer research conducted by IPC’s TV listings division, IPC tx.
The publisher’s research concluded that the 35p price point represents a balance between value for money for existing readers, and a point at which new readers are encouraged to buy the magazine.
Commenting on the price cut, Philippa Brown, managing director of IPC tx, said: “The UK s biggest-selling and best-value TV listings magazine is about to become even better value. Price is an increasingly important element of the marketing mix within the TV listings sector. We know the 35p price point is extremely attractive to our readers, and we are committed to giving them the best possible editorial package at the price they want.”
IPC states that the move will be supported by a 25% increase in supply to retailers, a clear sign that the publisher anticipates many additional sales as a result of the price cut. The latest ABC figures show What’s on TV commanding a circulation of 1,635,023 between January and June 2004, however, the title has seen a 3.2% decrease in its total, year on year.
IPC’s decision to cut prices comes after fears of a tabloid price war were reignited by the Daily Star‘s decision to lower its cover price to just 15p earlier this month. The move is understood to have been taken in order to give a seasonal lift to the paper, which has seen circulation dip by 0.7% year on year in the six months to November 2004 (see Daily Star Price Cut Sparks Fears Of Tabloid Price War).
IPC Media: 0870 4445000 www.ipcmedia.com
Recent Magazine Stories from NewsLine Emap Appoints International Director To Boost FHM Brand Future Appoints Marketing Head For Aggressive Strategy New Emap Advertising Director Gives Focus On Luxury
Subscribers can access ten years of media news and analysis in the Archive