MEDIA: It's Hot! launch to bid for declining teenage market

A monthly magazine for young teenagers is launching in April against a backdrop of declining circulations in the sector.

The first issue of It's Hot! will target nine to 13-year-olds in a market where all its competitors saw damaging falls last year.

BBC Worldwide is launching the title from the ashes of defunct Live & Kicking, whose editorial team has transferred to the new project under ex-L&K editor Peter Hart.

Attic Futura's 385,100-selling Sugar leads the market and was the only title to show a significant circulation increase (up 4.5 per cent) between July and December 2001. But it still fell 8.8 per cent year-on-year.

Emap Elan's Bliss held steady at 255,000 but has lost 14.8 per cent of its circulation over the last year, while Emap's J-17 is down ten per cent to 180,300. Even so, the publisher is set to launch a young teenagers' celebrity and music title codenamed Monkey but dubbed 'Smash Heat' by competitors.

The National Magazine Company's Cosmo Girl recorded a circulation of 170,600 at its first ABC audit.

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