ABC FIGURES: First fall for teen titles

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.

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

not-too-distant future.’

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.


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