bidding to retain its place at the top of the TV listings market by
cutting the price of What’s On TV to 35p, five pence cheaper than rival
The mag, currently priced at 45p, has an ABC of more
than 1.6 million, but saw its sales drop by three per cent in the six
months from January to June last year. In contrast, sales of Bauer’s TV
Choice , the sector’s third-biggest seller, increased by 12 per cent to
nearly 1.1 million.
The price drop begins on 29 January, following consumer research and a price test in August.
Brown, managing director of IPC division IPC tx, said: “Price is an
important element of the marketing mix within the TV listings sector.
We know the 35p price point is attractive to our readers, and we are
committed to giving them the best possible editorial package at the
price they want.”
The move will be supported by a 25 per cent increase in supply to retailers.
What’s On TV has been the number one TV listings title for the past 11 years.
It’s nearest rival is the 90p Radio Times , which has an ABC of just over 1.1 million, closely followed by TV Choice.