Bauer leads celeb mag price war

A new
magazine price war has broken out in the US, this time among some of the
celebrity mags. In Touch Weekly and Life & Style, both published by Bauer,
are cutting their news-stand price to 25 cents ( roughly 12p) from their normal
$l.99. (approximately £1). How long the magazines will sell at that price
no-one at Bauer has yet said. Perhaps just one week, maybe longer. The last
time the German publishing company tried the idea, two years ago, sales of In
Touch jumped from under 900,000 to more than l,500,000. The magazine is still
selling, it’s claimed, more than l,200,000. But according to Advertising Age it
still has a way to catch up with American Media’s Star, which sells l,400,000;US
Weekly (l,700,000) and People (a whopping 3,700,000).

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