The overall trend within the teenage magazine market was one of decline, with a 1.4% fall in sales across the sector, according to the latest ABC figures. DC Thompson’s Shout was the worst hit, with a 17.1% drop, closely followed by Emap’s J17 which tumbled 16.1%.
However, there was good news for Smash Hits, Girl Talk and Top of the Pops which experienced increased sales during the period. Smash Hits is shooting ahead with an 8.5% climb, recouping the losses of the past two years (see EMAP Retains Lead In Struggling Teen Sector).
Since the previous report Emap has closed Minx, following a rapid loss of sales. Almost taking it’s place is Jump, but the jury is still out for the Mollin publication.
| Teenage Market ABC Jan-Jun YoY Comparisons | |||||
| Title | Publisher | Jan 99 – Jun 99 | Jan 00 – Jun00 | Actual Change | % Ch |
| Bliss | Emap Elan | 310,389 | 287,897 | -22,492 | -7.2 |
| Girl Talk | BBC Magazines Ltd | 94,962 | 100,253 | 5,291 | 5.6 |
| J17 | Emap Elan | 238,382 | 200,030 | -38,352 | -16.1 |
| Jump | Mollin Publishing | n/a | 80,061 | n/a | n/a |
| Live & Kicking | BBC Magazines Ltd | 156,707 | 140,168 | -16,539 | -10.6 |
| Mizz | IPC Magazines Ltd | 150,230 | 162,195 | 11,965 | 8.0 |
| Shout | DC Thompson & Co Ltd | 140,618 | 116,629 | -23,989 | -17.1 |
| Smash Hits | Emap Elan | 230,764 | 250,388 | 19,624 | 8.5 |
| Sugar | Attic Futura Ltd | 431,394 | 415,973 | -15,421 | -3.6 |
| Top Of The Pops | BBC Magazines Ltd | 385,441 | 389,245 | 3,804 | 1.0 |
| TV Hits | Attic Futura Ltd | 241,746 | 204,805 | -36,941 | -15.3 |
| Total | 2,380,633 | 2,347,644 | -32,989 | -1.4 | |
Emap is still holding its lead of the highest publishers’ share within the sector at 32%, having lost 4.7% of its market share over the past year. Emap’s loss has been the BBC’s and Mollin Publishing’s gain in this fiercely competitive sector.
Emap will be striking back with the launch of the teenage version of Elle (see Emap To Launch Younger Sister For Elle). The next ABC figures should make an interesting read as publishers struggle to maintain and attract sales.
| Teenage Mags Market Share By Publishing Company | ||
| Publishing Company | Jan- Jun ’00 | |
| Attic Futura | 620,778 | 26.44 |
| BBC Worldwide Ltd | 629,666 | 26.82 |
| DC Thomson & Co Ltd | 116,629 | 4.97 |
| Emap | 738,315 | 31.45 |
| IPC | 162,195 | 6.91 |
| Mollin Publishing | 80,061 | 3.41 |
| Total | 2,347,644 | 100.00 |
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