German publishing giant Hubert Burda Media has refused to comment on
industry rumours that its new true life launch, Full House, is
struggling to crack the UK market.
The weekly, aimed at rival
German firm Bauer, which publishes true life titles Take A Break and
That’s Life!, hit newsstands a month ago, but sales have reportedly
dropped below 200,000.
The title has scrapped its celebrity cover
amid reports that it confused retailers, who were placing it next to
celeb titles like Now and Closer on the shelves Burda’s last UK launch,
a teen title called Amber, in March 2003, flopped so badly it folded
after just a few weeks.
An industry insider told Press Gazette: “Full House has been a textbook example of how not to launch.
The masthead is confusing and it sounds more like a bingo or puzzle mag.”