The teen magazine market appears to have peaked, registering an
overall decline for the first time since the launch of the market
leader, Sugar, in October 1994.
Sales in the sector slumped 4.6 per cent during the first half of this
year, compared with the latter half of 1997. Sugar, published by Attic
Futura, experienced its first drop in sales, falling year on year by 3
per cent and period on period by just over 5 per cent.
Emap Elan’s More was down almost 15 per cent year on year to
Paul Keenan, Emap Elan’s managing director, promised action. ’There is a
proliferation of choice in the sector which gives us a harder job to
do,’ he said. ’People will see fairly significant changes to More in the
Attic Futura enjoyed greater success with B, which launched in May
It turned in a respectable average sale of 212,444, up 6 per cent on its
first ABC six months ago. TV Hits was also up a massive 21 per cent
period on period to 281,889, and up 3 per cent year on year.
Both Emap Metro’s Smash Hits and the BBC’s Top of the Pops fell
dramatically period on period.
IPC has managed to reverse the decline of its teen titles, Mizz and 19,
following a substantial investment programme last year. Mizz did dip 1.5
per cent year on year to 111,476 but period on period it managed to
nudge circulation up by 1 per cent. 19 was up a substantial 8.3 per cent
year on year to 172,104.
Chris Boyd, managing director of IPC Southbank, said: ’Now 19 and Mizz
are stable, we are looking at acquiring or launching in this sector. We
are focused on getting back into that market. We can’t just have two
Title Publisher Total ABC Period on Year on
period % year %
Sugar Attic Futura 459,984 -5.3 -3.0
Top of the Pops BBC 436,488 -12.9 3.4
Smash Hits Emap Metro 383,191 -11.8 0.0
It’s Bliss Emap Elan 365,668 -8.8 -6.1
More Emap Elan 305,167 -11.1 -14.9
TV Hits Attic Futura 281,889 21.0 3.0
J17 IPC 243,200 -5.4 0.3
Live & Kicking BBC 215,205 0.1 -7.2
B Attic Futura 212,444 6.0 -
19 IPC 172,104 0.8 8.3
Shout DC Thompson 171,089 -14.2 -17.7
Minx Emap Elan 154,321 -3.6 6.1
Looks Emap Elan 136,655 18.3 -9.4
Mizz IPC 111,476 0.9 -1.5
Source: Audit Bureau of Circulations.