H Bauer is to return to the difficult pre-teen market, with a
monthly title aimed at ten- to 13-year-old girls.
The magazine, titled Blush!, will be the publisher's first foray into
the youth sector since the closure of its teen weekly, Enjoy!, in
Bauer, which dominates the traditional women's weeklies sector through
titles such as Take A Break, drafted in the former Mizz editor Lesley
Johnston during the summer to work on youth projects. Johnston will now
take the helm at Blush!.
Blush! will become the young-teen sector's first monthly title,
contrasting with weekly fare such as Mizz. The magazine is currently
being tested across three English regions with a national launch planned
for the summer.
The publishing director, Liz Watkinson, said: "The normal project
gestation time was too long for this market. We had to be out there
being contemporary. Test markets were the best way of doing research and
we'll judge from that what our circulation expectations are."
Blush! will have a starting cover price of £1.75 and content built
about teen celebrities, pop music lyrics, problem pages and beauty
The title will be Bauer's first launch since the roll-out of the women's
fortnightly Real just under a year ago.