Sugar seeks slice of celebrity sector with gossip launch

LONDON - Sugar, the teen girl's magazine from Hachette Filipacchi UK, is looking to reclaim some of the readers it has been losing to the new wave of youth entertainment titles with the launch of a bound-in celebrity magazine called Celeb Central.

The 16-page magazine debuts in the April issue of Sugar, which goes on sale on Friday, March 28.

Sugar editor Claire Irvin said: "We're really excited about Celeb Central -- our new mini-mag devoted entirely to the latest star gossip and interviews. It's classic Sugar and is full of our trademark off-the-wall humour and irreverent style."

Celeb Central will include celebrity news and gossip and, unlike Sugar, which has a policy of using models as its cover stars, will carry celebrities on the cover.

"Despite many competitors opting for celebrity covers, we've stayed true to our policy of featuring models on the cover of Sugar. Celeb Central is a platform for us to give the latest hot property the cover star treatment," Irvin said.

Sugar is the market leader in the teenage girl's magazine sector ahead of Emap's Bliss and J-17. Although it maintained its lead in this sector, in the last set of ABC figures for the July-December 2002 period, its circulation fell 7.3% period on period, down 16.6% on the previous year, to 321,258.

Emap's Bliss and J-17 both saw their circulations rise period on period. Overall, the sector was down 3.7% on the previous period, hurt by the launch of two teen entertainment titles It's Hot, from BBC Magazines, and Emap's Sneak.

It's Hot's debut ABC figure was 104,015, while Sneak's circulation was 86,535.

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