IPC had cause to be optimistic about how their business would pan out in 2006 as they had numerous successful launches of new magazines during the previous year. In early 2005, they released Pick Me Up and TV Easy which collectively had £16 million marketing investments behind them.
2.) According to the article in THE GUARDIAN (Jan 2009) why are the major players in the British magazine industry better placed to weather the economic crisis?
An extract from the guardian article states:
"Large publishers such as IPC Media, Condé Nast and Future Publishing, which have invested in extending their brands into TV, web, mobile, radio or shopping, are more likely to weather the impact than those with standalone products or thinner portfolios of titles. Economies of scale help larger companies to spread costs, and the clout they can wield with suppliers also helps them into more favourable positions. In addition, advertisers are also likely to focus their budgets on key titles. Which could leave free magazines, with their heavy reliance on advertising as the primary source of income, with some real challenges."
3.) Visit the IPC website and choose two contrasting brands. Create a fact file for each brand.
Frequency: Weekly
Circulation: 34,413
Readership: 226,000
Male: 97%
Female: 3%
Average Age: 48
NME FACT FILECirculation: 33,875
Readership: 325,000
Male: 74%
Female: 26%
Average Age: 23
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