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
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
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!.