IPC is to reshuffle the prices of its TV listings magazines following the launch of new weekly TV Easy.
The publisher is selling TV Easy at 35p – putting it head to head with rival Bauer’s 30p TV Choice.
move will allow IPC to increase the price of its market-leading title,
What’s On TV, to 40p, just three months after it was cut to 35p in the
face of market poaching from TV Choice.
IPC tx managing director
Philippa Brown said: “TV Easy represents real innovation and fantastic
value. We now have the most compelling offer in the value sector of the
TV listings market.
Our long-term strategy is to grow all of the brands in the tx portfolio – this move is the next phase of that.”
The company is spending £10m on marketing and is also sponsoring the British Soap Awards on 11 May.