Look debut exceeds IPC’s expectations

by Media Week, Media Week 19-Feb-07, 18:04

IPC has sold about 350,000 copies of the first issue of its new women’s weekly, Look.

The figure, taken from wholesale estimates, is above the publisher’s target circulation of 250,000 after a year on sale. However, the figure follows an £18m investment and a reduced cover price of 80p. The title switches to its regular £1.30 cover price from this issue, supported by TV advertising.

IPC is also to overhaul its women’s weekly title Woman’s Own, to counter the twin threat of newer real-life magazines and ACP-Natmag’s Best, which now outsells it by more than 5,000 copies.

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