Bauer launch aims to target lower end of TV listings sector

H. Bauer, the German publishing giant, is launching a fresh assault on the UK magazine market and unveiling a new TV listings title next week.

H. Bauer, the German publishing giant, is launching a fresh assault

on the UK magazine market and unveiling a new TV listings title next

week.



The magazine, whose name is being kept under wraps, will hit the

newsstands next Tuesday in a bid to draw more readers into the already

crowded TV listings sector. The launch will be backed by a multi-million

pound, mixed-media ad campaign through Mustoe Merriman Herring Levy with

media through Motive - both of whom work on Bauer accounts.



Although Bauer is being tight-lipped about many details of the new

title, including its cover price, the magazine will be priced at the

lower end of the TV listings market.



Advertising sales for the title will be handled by the Publishing

Consultancy, which deals with sales for other Bauer titles. However, the

magazine will not carry any ads until its fourth issue.



Bauer already has a stake in the listings market with its TV Quick

magazine, which has a cover price of 62p and a circulation of 725,795,

putting it fifth in the market.



A statement from Bauer said that the publishing company believes there

is room in the market ’for a new straightforward listings magazine with

its USP based on a lower cover price and a guide that is simple and easy

to use’.



The title will incorporate six pages of listings for each day, although

the focus will remain on the five terrestrial TV channels. It will also

carry a film guide, which Bauer believes will prove a major selling

point.



The publishing company said it hopes ’to attract new readers to the

paid-for listings market which has suffered over the past few years from

the free supplements’.



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