Sugar Appoints New Editor Ahead Of Redesign
Hachette Filipacchi has appointed Annabel Brog as editor of its market leading teenage magazine Sugar ahead of a planned relaunch of the title next year.
Brog, previously deputy editor of Emap’s teen glossy Bliss, takes up her new position at the start of next month, replacing Nick Chalmers who is moving on oversee new magazine ideas within Hachette’s special projects division.
Sugar has had a rough ride over recent months with increased competition in the notoriously fickle teen sector helping to chip away at its lead. The latest ABC results for the six months to June 2004 reveal a 9.6% year on year decline in circulation for the title to just below the 300,000 mark.
However, Sugar is still the UK’s most popular teenage title, outselling its closest rival Bliss by almost 40,000 copies each month. Hachette is also planning an extensive redesign for the magazine next spring in an attempt to safeguard its position at the top of the sector.
Commenting on Brog’s appointment, Julie Harris, general manager of Hachette Filipacchi UK, said: “I am delighted that Annabel will be taking up the editorship of Sugar at a very exciting stage in its evolution. I was totally bowled over by her energy, enthusiasm and genuinely new ideas and I have no doubt that when she takes Sugar into 2005, with a refreshed editorial vision, that she will increase our market leading position still further.”
Brogg added: “Sugar has remained the number one selling teen title in the face of immense competition from a rejuvenated Bliss and CosmoGirl. Our aim now is to maintain that position in the market place, and increase the margin between Sugar and its rivals. It’s a fantastic challenge and I’m incredibly excited.”.
Brog has worked at Bliss since January 2002, first as assistant features editor and then as deputy editor where she oversaw a number of major promotional campaigns and successful brand extensions. She has also freelanced for Sunday Times Style, the Independent and the Sunday Express, as well as for magazines including, She, FHM and More!.
Earlier this week Emap’s weekly teen magazine Sneak unveiled a new look following in-depth research carried out over the summer to boost circulation. The revamped title carries a new design and logo aimed at making it more eye catching on the shelf, as well as a range of new content specially tailored to appeal to its core readership of 13 to 19 year-old girls (see Emap Sneaks In Redesign Of Weekly Teen Title).
Hachette Filipacchi: 0207 150 7171 www.hf-uk.co.uk
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