BBC Worldwide expands teen titles with Project April

LONDON - BBC Worldwide is to launch a new title in the teenage magazine market, taking on Emap's Sneak magazine in the crowded 12- to 16-year-old market.

The company has already made a less-than-successful foray into the teenage celebrity magazine market with Star, aimed at slightly older teenagers, which closed in October 2001, a year after its launch.

The new title, codenamed Project April, is due to be launched this autumn. Reports say it will be edited by Michaela Kapferer, former deputy editor of J-17. No other details are yet available, but it is thought that it will be similar to Emap's Sneak in content. Sneak is a teenage version of Emap's hit celebrity magazine Heat.

Alfie Lewis, publisher at BBC Magazines, who will launch project April, said: "Launching a teen title is always a huge thrill as it's such a dynamic sector, and creating something new and appealing for such a selective audience is a fantastic challenge."

BBC Magazines already has a strong hold on the magazine market for children and teens, with titles including Top of the Pops, It's Hot, Girl Talk, Blue Peter and Popgirl, launched in March for girls aged six to 10.

The BBC said it was expecting "great results" for Top of the Pops magazine and It's Hot in the ABC figures due out tomorrow, while other teen titles are expected to fall.

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