Chef Jamie Oliver's foray into magazine publishing went off the boil in the first half of the year as circulation of his Jamie Magazine dropped 26.3 per cent.
The title launched in December 2008 with an initial print run of 140,000 and a massive marketing blitz from WH Smith where it had exclusive distribution for the first three issues.
The six times a year title, which has a cover price of £3.95, had an average circulation of 55,510 during the first six months of 2010, according to figures released today by the Audit Bureau of Circulations.
Elsewhere in the food magazines market, the paid-for titles proved resilient with little major circulation change.
Food magazines circulation for the first half of 2010 (source ABC)
Figures are average circulation and percentage change year on year
BBC Good Food ; BBC Worldwide ; 305,855 -5.4%
delicious ; Eye to Eye Media Ltd ; 101,623 0.6%
Olive ; BBC Worldwide ; 87,881 2.0%
Easy Cook ; BBC Worldwide ; 70,924 -2.9%
Jamie Magazine ; Jamie Magazine Ltd ; 55,510 -26.3%
Good to Know Recipes ; IPC Media Ltd ; 53,281 N/A
BBC Home Cooking Series ; BBC Worldwide ; 41,330 N/A
Eat In ; H Bauer Publishing ; 19,009 N/A