BBC to shut science title after failing to hit circulation goal

By CLAIRE BEALE, campaignlive.co.uk, Friday, 20 November 1998 12:00AM

BBC Worldwide has been forced to close its consumer science and technology magazine, Tomorrow’s World, after it failed to meet its target circulation.

BBC Worldwide has been forced to close its consumer science and

technology magazine, Tomorrow’s World, after it failed to meet its

target circulation.



The BBC had hoped to carve out a niche in the men’s monthly magazine

market and aimed for a settle-down circulation of 80,000, but the last

two issues of Tomorrow’s World sold less than 50,000.



The title, which was only launched in March, folds after the December

issue which is only its ninth. BBC Worldwide hopes to find new jobs

within the company for the 12 staff who worked on Tomorrow’s World.



Stuart Snaith, BBC Worldwide’s director of the sports, motoring and

entertainment group, said: ’After nine issues we have built a loyal and

enthusiastic readership, but the overall level of sales is too small -

the science and technology magazines market remains a niche market. It

seems clear that our financial milestones could not be achieved, so we

have taken the difficult decision to close the magazine.’



The closure follows the BBC’s exit from the women’s magazine market in

July, with the folding of BBC Family Life just nine months after its

launch.



The magazine had failed to reach its target circulation of between

150,000 and 200,000.



A spokeswoman for BBC Worldwide said that the failure of these two

titles to find a market would not affect the publishing division’s

future plans for magazine launches. ’It’s a risk business and we have to

take risks.



Our two other launches, Teletubbies and Good Homes magazine, have done

very well. We will continue to try anything that researches well.’



This article was first published on campaignlive.co.uk

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