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Not just a Comic Relief cover but actually also a price war. March 1991 saw a change in the law that allowed Radio Times to cover ITV and Channel 4 programmes as well as the BBC's. It allowed everyone to cover all channels: it prompted a flood of new listings titles, many vanishing as quickly as they came, and to keep readers, some magazines slashed their prices. But though price cuts gave short term boosts in sales, RT believed it devalued the magazines in the long term. So Radio Times stayed full price. It was a risky move but it paid off - and this special Comic Relief promotion was the icing on the cake.
(Radio Times copyright) |
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Don't forget, you can enjoy more pictures, more news and more behind-the-scenes features in the latest issue of Radio Times magazine, on sale now.
This week's issue
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