Bauer’s ditching their business plan of selling mags cheaply at newsstands /supermarkets / convenience stores / etc. Yes, the days of $1.99 issues of In Touch are over. Here are the specifics, courtesy of Mediaweek:
In Touch and Life & Style weeklies, which sell more than 2 million copies on the newsstand at a price of $1.99, will go up to $2.99. On the women’s service front, First for Women will go to $2.49 from $1.99; and Woman’s World to $1.79 from $1.49. Teen titles J-14 and M will go to $3.99 from $2.99. Soaps in Depth will go to $3.99 from $3.50. The increases will take effect at the end of October and early November.
The move follows pressure from Bauer’s wholesalers, who lose money on mags that cost less than $1.99 apiece. Besides the price hike, Bauer is also trying to curry goodwill with wholesalers by offering them greater mag discounts. Boring news, but it will have ramifications once their next circ figures come out. We’ll be watching.