Price is the key to TV listings battle

By Alyson Fixter

IPC has announced an on-target figure of 340,018 for new listings
launch TV Easy following six months of aggressive price-cutting in the
crowded sector.

In its debut ABC, TV Easy entered the listings sector as the fifth
biggestseller in the market, behind premium priced titles TV Times and
Radio Times, Bauer’s mid-market TV Choice and IPC stablemate What’s On
TV, Britain’s biggest-selling magazine with a circulation of 1,673,790.

TV Times and Radio Times both saw sales drops, Bauer rival TV Choice,
which cut price to 30p in reaction to the 35p launch of TV Easy, has
put on 6.9 per cent year-on-year to 1,157,622 readers.

With a
market that has remained stable at five million readers in recent
years, IPC and Bauer have been fighting over market share, with TV Easy
the latest move in IPC’s strategy. IPC plans to increase the price of
TV Times and TV & Satellite Week later this year.

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