Express Group to join listings fray

Richard Desmond has moved to pre-empt rival Trinity Mirror with the launch of a consumer TV listings title, Take 5, debuting on 28 February.

Take 5 is already published as a supplement in the Daily Star Sunday, but the brand will be expanded and formatted as a hybrid TV listings and real-life magazine, competing with What's On TV, TV Choice, Pick Me Up and Take A Break.

The cover price has not been revealed, but it is almost certain to undercut rivals, fuelling existing price wars.

Trinity Mirror is also planning a TV listings title (Marketing, 2 February), but it is thought to be reworking its business model to reflect 10p price cuts by What's On TV and TV Choice.

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