Magazine article Marketing

Youngest Ever Editor Set to Revive a Flagging Smash Hits

Magazine article Marketing

Youngest Ever Editor Set to Revive a Flagging Smash Hits

Article excerpt

Youngest ever editor set to revive a flagging Smash Hits

Mike Soutar's meteoric rise to editor of best-selling pop title Smash Hits coincides with the magazine's circulation nose dive by more than 30%.

Smash Hits is expecting 1990 Audit Bureau of Circulation figures between 450,000 and 500,000--a significant drop from its glory days of 800,000 in 1989.

Soutar professes to be unfazed by the flat ABCs, claiming them to be a "fair vindication" of Smash Hits' performance over the past year. "Circulation has always been around 300,000 since the magazine was launched in 1978," Soutar says. "An ABC between 450,000 and 500,000 shows that we have consolidated our position."

The ascent to 800,000 was a fluke, he says, brought about by 1989's stable of "very hot, very exciting, very accessible pop stars" such as Kylie Minogue and Jason Donovan. "From being a special interest magazine, we became a fad," says Soutar. "And the fad lasted quite a long time."

The 1989 pop craze also spurred a glut of rivals -- with magazines that traditionally kept their distance suddenly increasing their pop content. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.