TV Easy launched

By Alyson Fixter

IPC has launched a bid for a bigger share of the TV listings sector with its new, handbag-sized magazine, TV Easy.

The title, aimed squarely at Bauer rival TV Choice, is the first “compact”

TV listings magazine and will be backed by a £10m marketing campaign.

While
IPC’s What’s On TV is the undisputed leader of a packed sector, TV
Choice is the only one to gain readers in the past year.

IPC says
the launch is aimed at “reinvigorating and growing” the TV sector, but
the market, which has been static at about five million readers for
years, may not be able to sustain a new title unless it steals readers
from rivals.

The cover price has not been revealed, but it is expected to be aimed at the cheaper end of the market.

In
common with stablemate Pick Me Up, launched in January, the first
issue, due on 26 April, will be given away free with other IPC titles.
The first newsstand issue will go out on 3 May.

IPC chief
executive Sylvia Auton said: “I made a promise that IPC Media would
launch category defining and innovative magazines, and with TV Easy
we’ve done it again. This is the third launch from IPC in 16 months,
and reflects [parent company] Time Warner’s ongoing commitment to
growing its magazine business in the UK.

“TV Easy is the most
comprehensively tested launch IPC has ever undertaken, and the
responses have also been the highest we’ve ever recorded.”

Colin
Tough will take the role of editor- in-chief for both TV Easy and
What’s on TV, while Richard Clark, currently editor of IPC title Web
User, will become editor.

Julie Lavington, publishing director of
Bauer’s TV Choice, TVQuick and Total TV Guide, said: “Launching into
the TV listings sector is not an easy task. Even though TV viewing has
changed a lot, circulation has remained the same and there is a lot of
reader loyalty.”

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