IPC tx has invested more than pounds 2 million in a marketing
campaign for What’s on TV after raising its cover price from 35p to
The campaign, booked by Walker Media, broke last week on ITV, Channel 4,
Channel 5 and satellite channels and is being supported with ads in
other IPC titles and point-of-sale promotion.
What’s on TV cut its cover price from 50p to 35p last September in
response to Bauer’s launch of TV Choice. But IPC said fears about the
impact of the rival have proved unfounded and claimed What’s on TV sells
more than 1.7 million copies a week. The January to June ABC was around
TV Choice - which claims to be selling 600,000 copies a week - is
thought to have expanded the TV listings market overall, but squeezed
sales of the higher priced TV titles.
However, the title was last month delisted by WH Smith. The retailer
said that there was insufficient retail space for the two titles and
claimed that sales of What’s On TV were around four times those of TV
IPC tx’s ad director Mark Reen insisted that TV Choice has had no impact
on What’s On TV’s yields, and volumes have improved in consumer and
’The volume of direct-response ads has decreased but we are getting onto
more broad-based schedules,’ said Reen. ’We are not refusing to take
direct mail ads but we are trying to replace them with more upmarket
advertising,’ he added. He also said efforts were being directed towards
developing digital-format advertising.