NEWS: Competition increases as IPC unveils listings magazine

campaignlive.co.uk, Friday, 13 December 1996 12:00AM

IPC is poised to unveil an upmarket listings magazine, entitled Film and TV Week, in a new twist to the competitive listings market.

IPC is poised to unveil an upmarket listings magazine, entitled Film and

TV Week, in a new twist to the competitive listings market.



The launch, which will be IPC’s fourth listings title and its first

glossy, is an attempt to take on the Radio Times, and is scheduled to

debut in the third week of January.



It will contain TV, cinema and video film reviews as well as TV

listings, and is aimed at a core target audience of 18- to 25-year-olds

with a slight male bias.



The cover price will be 80p, but sources suggest that this figure will

be discounted for several weeks. IPC is aiming for a settledown

circulation figure of 150,000. A TV campaign is likely to help promote

the title.



One senior media buyer said: ‘I’m not convinced of its relevance. From a

film point of view, Empire fills the gap and there are free listings in

all the decent papers.



I’d be fascinated to see the research which said there was a gap in the

market.’



IPC currently has three TV listings titles within its weeklies group:

What’s on TV, TV Times, the UK’s biggest selling weekly magazine, and TV

and Satellite Week.



Together they have a 56 per cent market share in the highly competitive

listings sector.



Sources believe IPC was originally planning to launch the magazine last

year, but failed to do so because of escalating paper prices.



The number of listings titles in the market has increased rapidly since

deregulation five years ago. Most newspapers also carry their own

listings guides.



Nigel Davidson, the managing director of IPC’s weeklies group, was

unavailable for comment as Campaign went to press.


This article was first published on campaignlive.co.uk

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