Magazine article Marketing

Bauer to Threaten Old Duopoly as TV Plus Folds

Magazine article Marketing

Bauer to Threaten Old Duopoly as TV Plus Folds

Article excerpt

Bauer to threaten old duopoly as TV Plus folds

BBC Enterprises and IPC have strangled listings pretender TV Plus at birth - but are expected to face a massive new threat from German publisher Bauer next week.

Bauer, owner of Bella and Take a Break, is reported to have booked a [pounds]4m national campaign for the last two weeks of March - indicating that launch plans for the new magazine are near completion.

As yet the name is unknown (though working titles At a Glance and TV Quick have been suggested). And it is unclear whether the magazine will appear as a supplement to Take a Break or as a separate title.

TV Plus closed after the first two issues failed woefully to reach a 1m guarantee. Estimates for week two put sales at between 400,000 and 600,000.

IPC's decision to launch TV Times and What's On TV at half price brought accusations of "predatory pricing" and a swift response from BBC's Radio Times, which gave half its cover price to Comic Relief. …

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