Bauer’s Enjoy! falls victim to price war in weeklies market

H. Bauer Publishing’s Enjoy! is the first casualty of the price war that has raged in the women’s weekly magazine sector since last summer.

H. Bauer Publishing’s Enjoy! is the first casualty of the price war

that has raged in the women’s weekly magazine sector since last

summer.



Enjoy!, which is to close with immediate effect, was launched last

September on the back of a pounds 2 million campaign. However, it failed

to make the grade in an increasingly competitive and crowded market.

Estimates put its sales at somewhere between 130,000 and 200,000 copies

a week, while the market leader, IPC Magazines’ Woman, sells 828,114,

according to the latest ABC results.



Alan Urry, the managing director of Bauer, said: ’We’re closing Enjoy!

on the grounds that the women’s weekly market cannot sustain low-volume

sales titles. The decks should be cleared. The cut-price activity we saw

last year bought short-term ABC figures. Last year, there were three new

launches, including ours, and a lot of money was spent. But there are

too many magazines cluttering the shelves and the market is

confused.’



Urry, who would not comment on how much money Bauer had lost or how many

redundancies there were likely to be, declined to reveal circulation

figures for Enjoy!.



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