Cuts Spark Fear Of TV Mag Price War

Magazine publishing giants, IPC Media and H Bauer have started what could become a full-blown cover price war, with H Bauer cutting 10p off the price of TV Choice, taking it to 30p to compete with its rival’s What’s on TV.

Last week saw IPC drop the cover price of What’s on TV from 45p to 35p, as well as announcing a 24% increase in supply of the magazine to retailers in the hope of additional sales. Bauer has responded by cutting the cover price of its TV listings title from the usual 40p to 30p.

H Bauer’s TV Choice was ranked third amongst TV listings title in the last magazine figures from the Audit Bureau of Circulations, behind the Radio Times and What’s on TV.

Commenting on the price cuts, Philippa Brown, managing director of IPC tx said: “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.”

Meanwhile, Julie Lavington, publishing director for TV listings at Bauer said: “We’ve dropped the cover price to retain our brand position, our readers trust us to deliver the best value for money, the current market conditions [IPC dropping their price] has also contributed to the decision.”

The latest cuts follow speculation that a fresh tabloid price war could soon erupt, following the Daily Star’s decision to drop its price to 15p earlier this month (see Daily Star Price Cut Sparks Fears Of Tabloid Price War).

H Bauer Publishing: 020 7241 8000 www.bauer.co.uk IPC Media: 0870 4445000 www.ipcmedia.com

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