News Analysis

Wednesday 27 August 2014

Phoenix boast falls flat

Liam Collins

Published 25/02/2007 | 00:11

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AFTER putting on just four extra copies during 2006, the owner of Phoenix, John Mulcahy, feels confident enough to blow his own trumpet announcing that all 18,154 copies are sold "with no discount sales or free copies included".

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It seems you can't give adiscount when you want to peddle your own spin andobsessions.

The hardy boast from Phoenix, where trusty retainer Paddy Prendeville is still dishing the dirt without being brought into the family firm, comes at the end of a lengthy sideswipe at existing magazine titles such as Magill, Business & Finance, The Dubliner and Hot Press.

The Phoenix, which is controlled by John Mulcahy and his son Jack, and also lists Brigid Mulcahy as a director, feels confident enough to admonish the other magazines about their sales policies.

After years of sliding sales, it seems the extra four copies have emboldened Precious Paddy into having a go at the other magazines struggling to make a crust in a very competitive market. What about Phoenix's own dismal sales performance in the last few years? The 18,154 sales figure for 2006 is four copies up on the previous year. But what about the "glory days" of 1999 when it was selling 21,769 copies? Obviously bitterness isn't as saleable a commodity as it once was.

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