NEWS: IPC cuts Eva price to tackle That’s Life

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.

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,

14 June).



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

and logo.



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

and profitability.



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.



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