Cosmo Girl has failed to live up to expectations of becoming the number one title, and has not expanded the market - instead it has merely stolen share from other magazines in the sector.
"I don't care which magazine I get the readers from, so from an advertising perspective this has been a disappointing set of results from a magazine which promised so much, Optimedia's head of magazines, Nilufar Fowler, said.
Commenting on Cosmo Girl's performance, Duncan Edwards, the managing director of The National Magazine Company, said: "We've got to number three behind Sugar and Bliss by creating a slightly more sophisticated read for the teen girl. The teen market is having a tough time. My own personal theory is that Heat is getting a teen readership and Glamour is taking readers too. But Edwards maintained it was still a good sector to be in.
Emap's Bliss put in a disappointing set of results despite its redesign and relaunch, while the launch of CD:UK grew the teenage entertainment sector with minimal impact on the other titles.
VERDICT: The success of the celebrity weekly sector has undoubtedly hit the fortunes of the teen titles. However, new launches such as Cosmo Girl and Emap's Sneak demonstrate that publishers are confident of long-term growth in the sector.
TITLE PUBLISHER TOTAL ABC PERIOD ON YEAR ON
PERIOD % YEAR
Sugar Attic Futura 346,449 -10.1 -6.0
More Emap 262,532 -0.1 -0.1
Bliss Emap 250,370 -2.1 -1.9
Cosmo Girl Nat Mags 175,237 n/a n/a
Mizz IPC 140,263 -3.2 -9.4
J-17 Emap 131,114 -27.3 -33.7
Top of the Pops BBC 235,007 -4.2 -16.5
Smash Hits Emap 190,177 -5.0 -4.3
TV Hits Attic Futura 143,289 -5.3 -18.4
CD:UK Attic Futura 138,122 n/a n/a
19 IPC 107,286 -9.1 -8.3
Source: Audit Bureau of Circulations (Jan-June 2002)