The publisher H Bauer is preparing to throw its hat into the
turbulent teen magazine market, as speculation builds that Emap Elan's
young women's title, Elle Girl, will not survive beyond its first
Bauer, which launched the fortnightly Real earlier this year, is in the
advanced stages of developing a title aimed at younger women. The
famously tight-lipped publisher has recently brought in the former Mizz
editor, Lesley Johnston, to work on the project, which will fill a
youth-shaped gap in its portfolio left by the closure of the weekly
Enjoy! in 1997.
"Like any publisher, we have a lot of projects on the go and a lot of
talent coming through our doors," Bauer's publishing director, Liz
Watkinson, said. "I'm sure we are not the only publisher looking at
Emap Elan insists that its own teen title, Elle Girl, will bring out a
second quarterly issue in January, despite having been sold to agencies
as a one-off special.
The publisher also denied that those members of the Elle Girl launch
team not also employed on the main Elle title had left the company.
The teen sector saw some catastrophic losses in last month's ABC
figures, with Sugar, Bliss and 19 all suffering double-digit
year-on-year circulation declines.