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Conde Nast Closing 'Portfolio'
Apr 27 200910:02 am EDT -
Newspaper Circ: 'WSJ' Gains as 'NY Post' Tumbles
Apr 27 20099:32 am EDT -
Idle Chatter: The Prognosis for Newspapers, more
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Nostalgia, Entitlement and Murdoch's 'Journal'
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Tabloids Hike Price. Cue the Shakeout?
You know how newsstands that used to carry 10 or 20 different kinds of magazines now seem to hold only tabloids? Well, that's about to change.
Bauer Publishing is raising the price on In Touch and Life & Style from $1.99 to $2.99. At that price, they'll still be cheaper than Us Weekly, People and Star, but not by much. Still, Bauer didn't have much of a choice: Wholesalers, who get a percentage of each copy's cover price, hate low-cost titles.
Consumer price sensitivity isn't a simple equation, but it's a good bet that both In Touch and Life & Style will lose a lot of sales. Both are low-quality products that don't compete for the exclusive photos or interviews that produce sales spikes for People and Us. Remember when I said Life & Style might not be growing fast enough to survive? Well, this won't help. If I had to guess, I'd predict Bauer will fold it within the year.
