IPC tx spends pounds 2m on cross-media ad blitz for What’s on TV

IPC tx has invested more than pounds 2 million in a marketing campaign for What’s on TV after raising its cover price from 35p to 40p.

IPC tx has invested more than pounds 2 million in a marketing

campaign for What’s on TV after raising its cover price from 35p to

40p.



The campaign, booked by Walker Media, broke last week on ITV, Channel 4,

Channel 5 and satellite channels and is being supported with ads in

other IPC titles and point-of-sale promotion.



What’s on TV cut its cover price from 50p to 35p last September in

response to Bauer’s launch of TV Choice. But IPC said fears about the

impact of the rival have proved unfounded and claimed What’s on TV sells

more than 1.7 million copies a week. The January to June ABC was around

1.8 million.



TV Choice - which claims to be selling 600,000 copies a week - is

thought to have expanded the TV listings market overall, but squeezed

sales of the higher priced TV titles.



However, the title was last month delisted by WH Smith. The retailer

said that there was insufficient retail space for the two titles and

claimed that sales of What’s On TV were around four times those of TV

Choice.



IPC tx’s ad director Mark Reen insisted that TV Choice has had no impact

on What’s On TV’s yields, and volumes have improved in consumer and

financial categories.



’The volume of direct-response ads has decreased but we are getting onto

more broad-based schedules,’ said Reen. ’We are not refusing to take

direct mail ads but we are trying to replace them with more upmarket

advertising,’ he added. He also said efforts were being directed towards

developing digital-format advertising.



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