Magazine article Marketing

Bullish Bauer Takes the Plunge with Title Launch

Magazine article Marketing

Bullish Bauer Takes the Plunge with Title Launch

Article excerpt

Bullish Bauer takes the plunge with title launch

Bauer, the German publisher of Bella, is remaining bullish about the prospects for new launch Take a Break despite this week's ABC figures which show a sharp decline in sales for individual women's titles.

While Gruner and Jahr has reported circulation losses on Prima and Best which match IPC losses revealed last week, Bauer's managing director Alan Urry says the new title can still prosper.

"It is a different sort of magazine. It will update the market," says Urry. "No-one thought Bella would make it but it did because there is an expanding market. The sky's the limit," he adds.

Bauer is plunging a massive 5m [Pounds]-6m [Pounds] into the Take a Break launch. The first issue will appear on March 5 and is expected to be a down-market version of Bella.

The launch is bound to put pressure on the frenetic women's market. Issue one and two will be sold at 10p and issues three and four at a 35p cover price, all of which will go to newsagents, as incentives to display the title prominently.

Urry believes new titles will expand at the expense of old. …

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