BBC Cancels Dare Magazine After Less Than A Year
BBC Magazines has announced the closure of its newest teen title, Dare, which will cease publication following the August issue after less than 12 months on newsagent’s shelves.
The title, fortnightly until May and monthly thereafter, was billed as a “feisty, flirty magazine for girls aged 10 to 14”, has been axed due to disappointing performance. A BBC Worldwide spokeswoman confirmed the closure, but stated that the Corporation will make “every effort” to find alternative employment for those assigned to the title.
Alfie Lewis, BBC Worldwide’s publisher of teen magazines, said: “Dare has proven extremely popular with readers and has shown great improvement in sales over recent months. However, the teen-age market as a whole is going through a particularly difficult time and the sales Dare is achieving are not at a level necessary for profitable publication.”
He added: “Despite the fantastic efforts of the incredibly talented team, we are left with no choice other than to close the title.”
The fickle teen market has led to several closures this year, April saw IPC Southbank announce the closure of its young women’s glossy 19 magazine with immediate effect, while Emap was forced to close under-performing J-17 in order to concentrate its efforts on Bliss (see Emap Confirms J-17 To Close And Face Suspended).
Earlier this month saw the shock resignation of Rupert Gavin, chief executive officer of BBC Worldwide, who resigned from his role without reason and with immediate effect. The move came after the Corporation published its Annual Report, revealing a record cash flow of £141 million for Worldwide last year, a year on year increase of 14%, which was reinvested into the Corporation’s public service broadcasting (see BBC Worldwide Chief Makes Shock Resignation).
BBC: 020 8743 8000 www.bbc.co.uk
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