Teenage magazines are going through a tough time owing to the launch of celebrity-driven magazines, such as Heat, which are attracting young readers.
In general, the music titles in the teen sector suffered the most severe setbacks. Top of the Pops and Smash Hits were both down.
Those doing well included titles for older teenagers such as 19.
Sugar, the largest circulation title in the sector, experienced a fall in circulation of 1.9 per cent. Its rival title It's Bliss had a 4.3 per cent rise turning around its previous decline.
Top of the Pops, the most significant music title, fell 17.2 per cent with Smash Hits down 8.2 per cent.
The BBC's celebrity-driven title Live & Kicking fell 29.8 per cent to 116,255, partly owing to the collapse in popularity of the Saturday morning TV show of the same title.
Laura James, the press director at New PHD, said: 'The teenage market is fickle. It is driven by what is happening with celebrities, and I can't remember the last time a boy-band was launched. I wonder how many have gone to buy Heat, which may have more interesting coverage.'
Verdict Teenage music magazines will continue to find it tough going with the existing lack of teenage bands being launched. New magazine launches Cosmo Girl and Elle Girl are likely to put more pressure on the titles that are boy-band or celebrity-driven.
TEENAGE MAGAZINES
Title Publisher Total ABC Period on Yr on yr
period %
Sugar Attic Futura 422,179 1.5 -1.9
More! Emap 305,344 1.7 1.7
Top of the Pops BBC 305,122 -21.6 -17.2
It''s Bliss Emap 300,191 4.3 4.3
Smash Hits Emap 221,622 -11.5 -8.2
TV Hits Attic Futura 201,855 -1.4 -1.7
J-17 Emap 200,330 0.1 -13.0
Mizz IPC 163,672 0.9 2.0
19 IPC 133,890 -9.7 5.8
Looks Emap 132,032 -0.8 -3.7
Shout DC Thomson 123,360 5.8 -2.7
Live & Kicking BBC 116,255 -17.1 -29.8
Source: Audit Bureau of Circulations (July-December 2000)
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