Competition Hots Up With New Teen Magazine Launches
Competition in the already highly competitive teenage magazine market looks set to hot up later this month with the launch of two new titles from Egmont Magazines targeting younger readers.
Egmont, which is one of the biggest players in children’s publishing, is launching Hot Wheels for boys aged six to ten and My Scene for girls of the same age. Both magazines are based on Mattel brands and go on sale later this month.
The monthly Hot Wheels magazine claims to be an action packed lifestyle title capitalising on the fascination young boys have with cars and sports. With an initial print run of 100,000, the title will include a range of features on motor sports, surfing and skating, as well as celebrity interviews, news and games reviews.
Debbit Cook, publisher at Egmont Magazines, said: “Hot Wheels is a magazine that has been inspired by consumers themselves in our research with boys, they kept telling us about cars, cars, cars! So from that original inspiration, together with the passion of some serious Hot Wheels fans on our editorial team, the magazine was born.”
Meanwhile, My Scene will be published every six weeks and will target girls with an interest in Mattel’s Barbie, Chelsea and Westley characters. The title will have a launch print run of 80,000 and will contain comic strip-style picture stories, alongside fashion, pop music and quizzes. Each issue will also carry cover-mounted gifts including a silver bangle with a heart charm.
Clare Piggot of Mattel Brands Consumer Products said: “The magazine launch brings the essence of the brand to life for readers. Egmontšs top publishing expertise combined with the insight of extensive consumer research has delivered a truly cool and sassy magazine for girls who aspire to be fashionable tweens and teens.”
The launch of both magazines will be supported by an extensive marketing campaign, including trade press advertising. leaf-letting and sampling at consumer shows and events. Television activity is also planned during the initial launch phase.
The latest ABC results for the six months to December 2003 paint a mixed picture of the teenage magazine market, which has been boosted by the success of a few key titles. Emap’s recently launched Sneak magazine continues to go from strength to strength in the sector, but more established titles such as Sugar, Smash Hits and Bliss have experienced declines (see ABC Jul-Dec 2003: Sneak Continues To Rise In Teen Sector).
Emap recently closed its veteran J-17 magazine after almost twenty years in the notoriously fickle teenage market. The magazine saw circulation decline by 6% year on year to 134,650 in the latest ABC results as increasing competition in the sector took its toll (see Emap Confirms J-17 To Close And Face Suspended).
Egmont Magazines: 020 7380 6430 www.egmont.co.uk
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