IPC is upping the ante in the magazine price war by permanently reducing
the cover price of Eva, its popular women’s title, from 50p to 45p.
The move is the latest round in a cover-price battle which was sparked
last month when IPC slashed the price of its two flagship women’s weekly
titles, Woman and Woman’s Own, from 55p to 30p for one week (Campaign,
At the same time, Gruner and Jahr cut the cover price of its best
selling women’s weekly title, Best, by almost half, from 55p to 35p.
At the time of IPC’s unprecedented move, its women’s weeklies group
publishing director, Jackie Newcombe, did not rule out the possibility
of price cuts on other IPC titles.
Now, as part of a two-pronged bid to challenge Bauer’s That’s Life
magazine, Eva is also being revamped and will appear with a new cover
The relaunched title, which currently sells 372,295 copies a week, is
also aiming to take a much more tabloid approach in a bid to carve out a
clearer identity for itself in a crowded market.
Each week, Eva will carry a major lead story which will be reflected on
the front cover by a news picture, effectively overturning the
traditional women’s weeklies format.
Newcombe said of the relaunch: ‘Eva is fast approaching its second
birthday and these developments are part of its natural evolution. In
some ways we will be borrowing from the very best aspects of the
tabloids with a big eye-catching lead story.’
According to industry sources, Eva is not a big money-spinner and IPC is
using it as a tactical vehicle to attack its competitors’ market share
Bauer launched That’s Life in June 1995, eight months after Eva. The
weekly title costs 45p, targets housewives under 40, and covers fashion,
beauty, celebrity gossip and true life stories. It currently sells
480,218 copies a week.
Mike McCafferty, managing director of the Publishing Consultancy, which
represents Bauer, said that he did not see the move as a direct attack
on That’s Life, but added: ‘Cover-price cuts drive up sales at the end
of an ABC period.
‘Of course, there’s a reaction in the marketplace and there’s a hit on
existing titles, but it’s usually for a limited period.’ Bauer would not
be responding with a price cut of its own, he added.