Magazine article Marketing

TV Times' Price Cut Turns the Tables on TV Quick

Magazine article Marketing

TV Times' Price Cut Turns the Tables on TV Quick

Article excerpt

TV Times has had its price slashed by half -- just days after rival Bauer quadrupled new pretender TV Quick to 40p.

This double volte face sees the TV listings dogfight center a new phase of ferocious price-cutting.

Last week Bauer announced that its 11-week-old title would go up from 10p to 40p. Two days later rival ITP -- which also publishes What's on TV -- retaliated, cutting the price of TV Times from 50p to 25p. What's on TV remains at 10p.

ITP's manoeuvres will surprise industry observers who had thought ITP would raise the price of What's on TV. Instead ITP has opted to fight on two fronts -- undercutting TV Quick on both titles.

"It's very painful coming down. It costs a lot of money," says Gordon Brown, sales and marketing director of ITP. "But we're serious about market leadership."

Since deregulation, TV Times' sales have dropped from 2.75 million to around 1.6 million, while TV Quick has grabbed market leadership with its 10p cover price and huge advertising budget. …

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