Slump continues in teenage market

LONDON - There was little good news in the latest round of ABCs for teenage magazine publishers, with established girls and music titles continuing to slide.

Market leader Attic Futura's Sugar, as expected, topped the girls chart, posting a total circulation of 385,165 in the July-December 2001 period, a drop of 8.8% year on year. However, it did manage to pull some readers back on the January-June 2001 period, rising 4.5% period on period.



Its main rival Bliss, published by Emap, only added 402 sales to its circulation since the June ABCs, bringing its total to 255,623, down a steep 14.8% year on year. Sister title J-17 also had a terrible year, down 10% on 2000's year-end figure to 180,351.



ABC debutante Cosmo Girl, the younger sister title to The National Magazine Company's Cosmopolitan, does not appear to have made much of an impression with teenage girls, registering its first ABC figure of 170,629, entering the list just ahead of IPC Media's Mizz, which sank 11.4% year on year to 144,933.



The news from the teenage music and entertainment magazines was even worse. The sector as a whole slumped 21.3% -- a surprising figure considering the past year has seen the TV success of music shows such as 'Popstars' and 'Pop Idol'. BBC Worldwide's Top of the Pops remains top of the class with a circulation of 245,423, a dizzying drop of 19.6% year on year.



Its position at the top is hardly challenged, however, by Emap's Smash Hits. The one-time king of the pop titles slid 9.7% year on year to 200,212, although it did halt the decline in the second half of the year, rising 0.8% period on period.



There was no light at the end of the tunnel for Attic Futura's TV Hits, which dropped 25.1% to 151,252, while the BBC's Live & Kicking, the print spin-off of the Saturday morning TV show, slumped a huge 41.7% to 67,784.



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