Magazine article Marketing

Publishers Transform Titles to Build Up Youth Sales

Magazine article Marketing

Publishers Transform Titles to Build Up Youth Sales

Article excerpt

Papers are rethinking strategies on how to reach the teenage market

Publishers transform titles to build up youth sales

The children's newspaper market is having an awkward adolescence. Two years after the launch of Early Times, the UK's first quality weekly for youth, publishers are repositioning their titles and fighting distribution headaches.

Scoop, the weekly tabloid for children, relaunches tomorrow as an A4 monthly. News International, which said in November that it was postponing the launch of the Thunderer, says this week that it has disbanded its team and now has no plans for a children's supplement of the Times.

The Independent, which launched the Indy in September, is considering radically changing its distribution to boost sales, which have stalled at 20,000, half its original 40,000 target.

Meanwhile Buttons, a monthly A4 comic for under-fives, has relaunched as a weekly tabloid.

Editors say the market is not overcrowded and that it takes time to find one's way in a new field.

Michael Sombart, publisher of Scoop, says children's titles taken together do not even have 5% of the potential 4. …

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