Radio Times Launches Christmas Marketing Campaign

TV listings guide Radio Times is beginning a nationwide marketing campaign to drive sales of this year’s Christmas issue which goes on sale from December 12.

Priced at £2, the Christmas issue will be the magazine’s largest ever pagination in its 84-year history.

Radio Times is partnering with major multiples nationwide to run in-store TV campaigns to encourage shoppers to add it to their trolley or basket.

A range of branded free standing display units will be present in multiples and retail outlets as point of sale material to further encourage purchase.

The magazine is also giving away a free comedy DVD with the Christmas issue, with purchasers entitled to a free DVD featuring Christmas specials from Morecambe and Wise in 1976 and the Two Ronnies in 1982.

The following issue will contain a DVD of more contemporary comedy classics such as The Office, Alan Partridge and The Fast Show.

Kathy Day, publishing director at Radio Times, said: “The Christmas issue of Radio Times is a publishing phenomenon.

“The combination of a massive volume of sales and our highest ever coverprice will deliver more RSV than any other single magazine throughout the year.

“Reader demand will be driven by our biggest ever pagination in 84 years as well as the great DVD promotion. Retailers should maximise their revenue potential by giving Radio Times multiple facings and placings at point of sale.”

The latest ABC figures, for January to June 2007, show that the Radio Times‘ circulation fell by just over 2% year on year, leaving it with a total figure of more than one million copies (see ABC Results Jan-Jun 2007:TV Choice Closes Gap On What’s On TV).

The BBC Worldwide title is one of the top performers in the TV listings market, coming in behind H Bauer’s TV Choice and IPC Media’s What’s On TV.

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