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