Magazine article Marketing

ABC FIGURES: Listings Titles Still Sensitive to Price

Magazine article Marketing

ABC FIGURES: Listings Titles Still Sensitive to Price

Article excerpt

Budget-price TV listings titles continue to profit at the expense of their higher-priced sister titles, cannibalising publishers' margins.

This is illustrated by the 14.7% year-on-year rise for H Bauer's TV Choice, priced 40p, which is matched by a 14% decline in stablemate TV Quick, priced 65p.

Bauer launched TV Choice three years ago, prompting IPC to launch cut-price competitor What's On TV - with a 45p cover price, the latter outsells TV Choice by two to one. Since TV Choice appeared, sales of TV Quick have fallen by 40%.

TV Quick's latest slide comes despite new investment over the past year and a relaunch with a celebrity focus. A simultaneous 3p price increase proves how price-sensitive this sector is.

Nevertheless, publishing director Julie Lavington is convinced TV Quick is on the right track. 'We're halfway through an investment programme and are absolutely confident the celebrity focus is right,' she said.

Of the other premium-price titles, TV Times was down 10. …

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