ACCC to call on Emap magazine bidding war

The heat is on as Pacific Magazines and ACP try to win the lion's share of the Australian magazine market as UK publisher retreats.

All bets are on Pacific Magazines as being tipped to snap up Emap, which publishes consumer magazines like New Woman, Zoo, FHM and Empire. Pacific successfully purchased four new publications - Who, Practical Parenting, Bride to Be and InStyle - in July this year.

Both ACP and Pacific have asked the Australian Competition and Consumer Commission to prepare a review of the purchase. The results for Pacific Magazines will be released on 13 September and a fortnight later for ACP.

In his analysis, media writer for the Australian Financial Review, Neil Showbridge reinforced the opinion that Pacific were more likely to succeed, citing ownership as a deterrent against ACP.

"A sale to Pacific would create less competition issues," he wrote. "Buying Emap would lift Pacific's share of the $2 billion magazine market from 26 per cent to 30 per cent. If ACP bought Emap, its share would rise from 48 per cent to 52 per cent."