ABC SPECIAL: Sugar continues its sales decline (Children's/Teenage)

Children's market buoyed by launch of Ben 10, while teen magazines suffer from girls' migration online

BBC Worldwide's Top of the Pops, down 8% year on year
BBC Worldwide's Top of the Pops, down 8% year on year

Hachette's teen title Sugar retained the top spot in the children's and teenage sector, although it was hit by the trend of teenage girls migrating to the internet to get their fix of boys, fashion and real-life stories.

Sugar's circulation fell 11.5% year on year to 140,599, while its arch-rival Bliss, published by Panini, fell 19.7% year on year to 86,054.

Elsewhere in the teen sector, BBC Magazines' Top of the Pops fell 8% year on year and 4.6% period on period to record a circulation of 119,739.

The children's market was buoyed by Egmont's launch of Ben 10, where a mix of action and adventure powered it to a debut ABC of 70,012.

Sam Vernon, advertising director at Egmont, says: "Ben 10 has all the key elements and children are always looking out for new trends. The brands that survive are those that children are familiar with and feel safe with."

BBC Magazines' Dr Who Adventures suffered a considerable drop, falling 39.2% year on year. However, press buyers believe the title is likely to regain its popularity when the TV show comes back on-air later this year.

Julie Jones, publishing director at Redan, which enjoyed success with Fun to Learn - Peppa Pig and Fun to Learn - Friends, among others, believes the key to success in the children's market is creating titles featuring a compilation of interesting characters. In addition, part of the success of Peppa Pig, says Jones, is the magazine's cover price of £1.99, which undercuts a number of its competitors.

The children's sector has also benefited from covermounts - Egmont's Vernon claims children now view "multiple gifts" as the norm.

Other big movers across the children's sector include BBC Magazines' In The Night Garden, which was hit by a 22.5% year-on-year drop in circulation to 80,334 copies, even though the show is still on television.

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