ABC Figures: Sugar widens gap on rivals as teen titles suffer sales slump

Strip out the JazzyBooks ’educational comics’, and the teen magazines market has experienced a 10.6 per cent slump in year-on-year sales.

Strip out the JazzyBooks ’educational comics’, and the teen

magazines market has experienced a 10.6 per cent slump in year-on-year


Total circulation of teen and young-women’s magazines has fallen from a

monthly average of 3.21 million copies last December to around 2.87

million copies, according to the latest ABCs.

TV Hits, Shout, 19 and Big! were hit by year-on-year slumps of more than

20 per cent. The market leader, Attic Futura’s Sugar lost only 4.8 per

cent year on year, and only 0.3 per cent period on period.

Some pundits felt these figures were a worrying sign for the whole

lifestyle publishing market. Danny Donovan, press director at Western

International Media, said: ’Older women’s consumer magazines will be

worried. Teenagers seem to be looking towards other media - it’s going

to be hard to pull them towards older titles.’

Emap Elan Network chief executive Paul Keenan, would not concede that it

was a beleaguered market. He said: ’It is still a great market. We are

moving to higher cover prices and brand extensions. There’s no proof

that new media is eating into teen magazine sales.’

Teenage girls’ sector

Title                Publisher                  ABC   Year on

                                                       year %

JazzyBooks - Group   Lasting Impressions  1,006,829      25.9

JazzyBooks - School  Lasting Impressions    608,025       1.3

Sugar                Attic Futura           430,217      -4.8

Top of the Pops      BBC Worldwide          368,700     -15.6

More!                Emap Elan              300,194       2.3

It’s Bliss           Emap Elan              287,796     -14.6

Smash Hits           Emap Elan              241,530     -18.1

J-17                 Emap Elan              230,190      -5.1

TV Hits              Attic Futura           205,372     -23.7

Live & Kicking       BBC Worldwide          165,720       0.3

Mizz                 IPC                    160,426      23.2

Looks                Emap Elan              137,091       0.6

Shout                DC Thomson             126,794     -20.4

19                   IPC                    126,606     -26.9

Big!                 Emap Elan               93,044     -25.2

TOTAL                                     3,418,705      -9.6

Source: Audit Bureau of Circulations (July - December 1999)


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