CosmoGIRL! makes comeback while Sugar tops teens

CosmoGIRL! has bounced back after a disappointing set of results six months ago and has leapt ahead of J-17 after putting on 32.5 per cent sales period-on-period to 188,249.

It follows its relaunch in May in a “backpack” size with increased pagination and a new look.

Duncan Edwards, managing director of CosmoGIRL! publisher The National Magazine Company, said: “It’s a cracking result. We had a great launch but the competition responded well so we had to up the game.”

Sugar continued to lead the sector with 326,185, although it lost 5.8 per cent sales over the last year.

Sarah Vickery, publisher of the teen group at Hachette Fillipachi, said: “We are really pleased – we have been the market leader for nine years. When we think how tumultuous the market is, that’s quite an achievement.”

Bliss, which dipped 3.7 per cent periodon-period, also relaunched with a smaller format, although only one relaunch issue has been included in this set of results.

The teenage entertainment market grew by 57.6 per cent, mainly because of the launch of Sneak, It’s Hot and Popworld during the past year. Top of The Pops, Smash Hits and TV Hits also put on sales, with TOTP up by 7.4 per cent.

Sneak, the only weekly title for teenagers, crept through the 100,000 mark, up 15.7 per cent period-on-period.

Stephen Palmer, managing director of pop at Emap, said: “I am over the moon with the performance of Sneak.

We have given teens something new, not just another version of something that’s been there for a long time.”

Smash Hits grew by 3.4 per cent despite the decision to covermount only six to eight times a year. Palmer said: “It is encouraging that we are selling more without relying on them.”

The younger end of the girls’ teen market struggled, with Mizz losing 18.6 per cent of sales to 114,141 and Shout falling by 27.3 per cent to 88,114.

Mizz publisher IPC said: “Although the ABC results are disappointing, Mizz has conducted two pieces of thorough research this year which have delivered very positive results and confirmed that the editorial content of Mizz is a big hit with our readers – a staggering 300 letters, texts and e-mails a day is evidence of this.

By Mary Stevens

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