Mizz and B bolster poor results from faltering teen market

- Sparkling performances from IPC's Mizz and Attic Futura's B have bolstered a poor set of ABC results from the faltering teen market.

- Sparkling performances from IPC's Mizz and Attic Futura's B have bolstered a poor set of ABC results from the faltering teen market.

Within the teen market the real damage came from the entertainment sector, dropping 25 per cent year on year and 14 per cent period on period.

BBC Worldwide's TOTP, Emap Metro's Smash Hits, Attic Futura's TV Hits, BBC Worldwide's Live & Kicking, and Emap Metro's Big! all experienced serious circulation declines both period on period and year on year.

Tony Evans, senior buyer at BMP Optimum, commented: "Pop just isn't as big as it has been in the past. Emap Metro's Smash Hits and Big! performed particularly disastrously (both lost 40 per cent on last year's ABC), and need some kind of revolution to sort them out."

Emap Metro's new head of marketing, Sophie Wybrew-Bond, said that despite Big!'s small circulation the company was still committed to the brand. "Both Big! and Smash Hits have just been relaunched. This is a very volatile market and down at the moment, but it's cyclical and Metro is entirely committed to both titles."

Without the good news from Mizz and B, the teen lifestyle market would have suffered similarly, but the two titles performed well enough to drag the sub-sector back to an almost respectable four per cent period on period decline and five per cent year on year.

Neil Raschou, managing director of Attic Futura, said: "The youth market has seen a huge period of growth over the last two years which we're now seeing settle down. When mags fall by 50 per cent there's major concern, but we're in good shape, delighted with B's performance, and I'm confident the market will recover."

VERDICT: With so many titles, the teen market has reached saturation, and is more likely to be a battle for market share in future. It's also desperate for some new bands to give the entertainment sector a much needed boost.



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