MAGAZINE ABCs: Moshi Monsters dwarfs pre-teen rivals

Moshi Monsters, the magazine offshoot of the hit children's virtual game, was one of the big winners across the children's sectors while kids turned their noses up at The Simpsons.

Moshi Monsters: new launch tops the pre-teen sector
Moshi Monsters: new launch tops the pre-teen sector

The children's sector witnessed a number of highs and lows across pre-teen, pre-school, and primary school titles in the six months to June 2011.

Moshi Monsters, a monthly title, priced at £2.99, is based on the hit game, www.moshimonsters.com, which now has over 50 million registered users worldwide.

Emma Munro Smith, co-editor of Moshi Monsters magazine cited its performance as "incredible" and proclaimed there is "still so much more to come".

The performance of children's magazines tends to be partially determined by whether titles are linked to hit TV shows or Disney films and new crazes and fads.

For instance, children's love of The Simpson's characters appears to be waning.

The Simpsons Comics, published by Titan Publishing Group, witnessed a steep 20.7% decline in year-on-year circulation to 64,882.

Sister title Simpsons Comics Presents fell 29.2% on the year to 44,728 in the period.

Conversely, educational titles performed well in the period, as parents looked to magazines to aid their children’s education.

Peppa Pig's Fun to Learn title, published by Redan Publishing, was the second biggest circulating children’s magazine, with an average net circulation of 75,786, up 4.6% on the year.

Redan's sister title, Fun to Learn Friends, reported the third highest circulation with an average net circulation of 72,418, down 1.6% on the year.

BBC Worldwide has a big presence in the sector, publishing titles such as Doctor Who Adventures Magazines, In the Night Garden, and Cbeebies titles.

Doctor Who Adventures Magazine fell 6.6% to 50,013 on the year while In The Night Garden fell 4.4% to 57,408.

 

Top 15 children's magazines
Title Publisher Jan - Jun Prd/prd Yr/yr
    2011 change change
Moshi Monsters Magazine Skyjack Publishing  113,748 N/A N/A
Fun to Learn: Peppa Pig Redan Publishing  75,786 16.3% 4.6%
Fun to Learn: Friends Redan Publishing  72,418 4.5% -1.6%
Ben 10 Egmont Magazines UK  71,222 0.2% -3.8%
Sparkle World Redan Publishing  65,281 -0.3% -3.5%
Girl Talk BBC Worldwide  65,129 -4.2% -4.1%
The Simpsons Comics Titan Publishing Group  64,882 -16.4% -20.7%
Disney's Princess Egmont Magazines UK  63,238 9.0% -6.3%
Something Special BBC Worldwide  61,748 N/A N/A
Cbeebies Art BBC Worldwide  61,327 18.9% 22.8%
Cbeebies Special BBC Worldwide  60,708 20.4% 18.2%
In The Night Garden BBC Worldwide  57,408 -2.2% -4.4%
CBeebies Weekly BBC Worldwide  56,644 4.2% 3.3%
First News Newsbridge  53,067 17.2% 9.8%

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