The Week slashes price to up sales

Dennis Publishing is slashing the cover price of its news and current affairs title The Week by over a third in an attempt to ramp up sales.

The price reduction, from £2.35 to £1.50, is part of a week-long promotion for the October 5 issue. The publishing company says that the special offer aims to reach new readers after the magazine reported its 18th consecutive circulation rise in August’s Audit Bureau Circulations figures (ABC).

The Week has historically relied on a subscription-based model, and has over 130,000 subscribers, but the promotion aims to increase news-stand sales and extend its reach outside of its core audience of subscribers.

The marketing activity for The Week comes as luxury sister title The Quarterly, announces that it has signed up a number of new advertisers, including Louis Vuitton, Versace, Gieves & Hawkes and Range Rover.

The last set of ABCs saw an overall decline in the magazine sector, except across news and current affairs titles. Sales of magazines covering business and finance and domestic affairs rose by 14.3% and 23.1% respectively.

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