Live & Kicking magazine, BBC Worldwide's tie-in with the Saturday
morning kids TV show, is to survive - despite the axing of the programme
from which it gets its name.
News that the Live & Kicking TV series will not be recommissioned at the
end of its current run came hot on the heels of a substantial drop in
the title's year-on-year circulation.
Although no section of the teenage market was hit harder by falling
sales than pop magazines, all of which lost ground in the latest ABC
figures, Live & Kicking's circulation fell almost a third to
The BBC, which has this week denied speculation that it plans to float
any of its magazine arm, has already decided to ditch Match of the Day
magazine, another TV tie-in. Ironically, the football show itself,
despite the loss of highlights rights, will remain in some form next
A spokesman explained: 'Live & Kicking magazine, unlike Match of the
Day, is very successful and we'll continue with it while that is the
case.' Match of the Day's circulation had fallen by more than a quarter
Live & Kicking magazine, launched in 1993, had a younger audience than
the programme, the spokesman added. 'It is different in many ways.
Although the programme is off the air each summer, there hasn't been a
drop-off in sales (at that time).'
Of its closest competitors, TV Hits was relatively stable, and Smash
Hits eight per cent down. Stablemate Top of the Pops fell 17 per cent
but leads the teenage pop market with sales of 305,100.