Computec title undercuts rivals

PlayStation World, the gaming title from German publisher Computec which launches in January, is promising to undercut the market in an attempt to seize ad revenue from its rivals.

PlayStation World, the gaming title from German publisher Computec

which launches in January, is promising to undercut the market in an

attempt to seize ad revenue from its rivals.



The UK’s dominant force in PlayStation magazines is Future Publishing,

producer of market leader Official UK PlayStation Magazine.



But PlayStation World ad director Nigel Taylor said: ’The Official

Magazine’s cost per thousand works out at nearly pounds 20. Depending on

volume, I can offer a page at pounds 8 per thousand.’



One million copies of a 36-page sample are being distributed through 280

Electronic Boutique and game outlets from 1 December, where Taylor is

offering an even better deal. ’If advertisers go in the sample and the

first three issues, they can have a page in all four for pounds 12,000

and that works out at pounds 6 per thousand,’ he said.



The first issue of PlayStation World will launch with a print run of

350,000 and a cover price of pounds 2.99, undercutting the Official UK

PlayStation Magazine which retails for pounds 4.99 but carries an

official games CD cover mount.



Computec plans to launch two more titles before the end of the year, one

a PC games title. But Taylor, who joined from VNU’s Computer Active,

plans to keep ad sales resources to a bare minimum. ’I’m looking for one

person, preferably with a couple of years experience, but the two of us

should be able to manage all three titles,’ he said.



Robert Price, group publisher of Future’s computer games and video

division, professes to be unconcerned by the newcomers. He questioned

his new rival’s decision to launch almost at the end of the

PlayStation’s life cycle.



PlayStation 2 is set to launch in September.



’It might have made more sense for them to wait. But we’re not worried,

we don’t need to react. We’re not market leaders just because we have

the official licence. We also produce the best magazines,’ he said.



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