H Bauer Calls Time On Blush! Magazine

H Bauer has announced plans to close its fledgling teenage title, Blush!, less than a year after its launch.

The magazine for 10 to 14 year-old girls went on sale last September with an initial print run of 250,000. The title contained a mix of quizzes, flowcharts and story sections, as well as the latest celebrities from movies, music and TV.

Commenting on the decision to fold the title, publishing director, Liz Watkinson, said: “Despite delivering a strong package that was popular, the universe of girls falling within our target market was not large enough to sustain a quality product like Blush! at a satisfactory level of profitability, given the competitive environment in which we were operating.”

H Bauer claims this week’s ABC results for the six months to July 2003 will reflect the increasing pressure that teenage titles are currently under. The cost of entering the teen market is increasing and the growing demand for cover-mounted gifts is having an immediate effect on the bottom line of many publishers in the sector, whilst at the same time exacerbating the promiscuity of readership.

H Bauer: 020 7241 8000 www.bauer.co.uk

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