Magazine article Marketing

Media News: Debutants Hit Older Titles Hard in ABCs

Magazine article Marketing

Media News: Debutants Hit Older Titles Hard in ABCs

Article excerpt

A raft of magazine launches have hit the established titles in the women's weekly and TV listings markets, with many suffering ABC declines in the first half of the year.

In the price-competitive TV listings sector, IPC's pounds 10m TV Easy, which debuted in April, is expected to post a debut ABC of 340,000 for January to June, when the figures are released on 18 August. Most of its readers appear to have come from rival magazines, particularly those priced at the premium end.

IPC stable mate TV Times, and H Bauer's TV Quick, have been worst hit and are thought to have shed about 11% of their readers. BBC Magazines' Radio Times and Bauer's Total TV Guide have suffered smaller losses.

In the women's weeklies market, the pounds 6m entry of IPC's Pick Me Up at the beginning of the year has hit sales of Bauer's That's Life and Bella as well as IPC's Woman's Own and Woman. …

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