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A price war which has broken out among cut-price TV listings titles has wiped almost a third off the value of one of the newstrade’s most buoyant sectors, according to RN calculations.
Industry sources have told RN that supermarket EPoS data estimates newly-launched TV Pick was on track to sell 200,000 in its first week on the newsstand – a market share backed by RN readers’ sales figures. This week it cut its price to 20p and was followed by H Bauer’s TV Choice – the UK’s biggest selling magazine.
RN analysis of the market value shows that the cover price battle is likely to have taken £340,000 off the total weekly sales value of £1,266,444 that TV Choice, What’s on TV and TV Easy were generating in the weeks before the launch. Publishers have given no guarantees that inflated margins – 9.5p per copy for TV Choice and 18p for TV Pick – will remain in place.
Mark Ansell of Liskeard News in Cornwall said: “I won’t have a magazine on display at 20p. If a customer asks for it, they can have it, but it won’t get any shelf space.” Nimish Ashar of Newsmarket in Rainham, Kent, added: “Customers aren’t looking for a 20p magazine, so why produce one?
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