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.
