NEWS: Weeklies sales war escalates as Here! cuts its cover price

The weekly magazine price war took a fresh twist this week, with Gruner and Jahr slashing the price of its celebrity title, Here!, from 55p to 25p as a spoiler to the launch of IPC’s Now.

The weekly magazine price war took a fresh twist this week, with Gruner

and Jahr slashing the price of its celebrity title, Here!, from 55p to

25p as a spoiler to the launch of IPC’s Now.



Here! launched with a trial cover price of 35p on 3 June. The price rose

to 70p before dropping to 35p and then apparently stabilising at 55p.



Now launched on 18 October with a 30p cover price. IPC has said the

price will rise to a premium of 60p.



The price war was sparked by IPC last summer when it slashed the cover

price of its leading women’s weeklies, Woman and Woman’s Own, from 55p

to 30p, in response to the launch of Here! (Campaign, 12 June).



Jackie Newcombe, publisher at Now, said: ‘We anticipated they would do

this. They’re very upset we made it more difficult for them.’



Paul Hodgson, circulation director at G and J, said: ‘We want to take

advantage of a market which has been shaken up by heavy activity from

one particular publisher.’



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