EMAP unveils junior Heat for ‘gossip hungry’ teenagers

EMAP’s new celebrity-driven teenage weekly, codenamed Project Monkey, is to be called Sneak.

The title, which will be on the shelves on April 30, is planning to undercut the market, with a price of 90p. The initial print-run is expected to be 100,000 copies.

Sneak – which is planned as a “younger” counterpart to EMAP Elan’s successful weekly, Heat – will be aimed at teenagers “hungry for gossip and entertainment-led stories”, according to the company.

The launch editor is Jennifer Cawthorn, former editor of Attic Futura’s Sugar. The title comes under the aegis of EMAP Performance, which publishes music titles such as Q, Kerrang and Mojo.

Last week EMAP Elan announced the relaunch of Bliss magazine, another title aimed at the teenage market, in an A5-size format. Sneak, however, is expected to be quite different to Bliss, with a more irreverent take on music and celebrities. It also plans to be unlike EMAP’s fashion title, Elle Girl.

BBC Worldwide’s Star magazine, a similar concept to Sneak, was shut down in October last year. This year, BBC Magazines closed its L&K magazine, formerly Live & Kicking. It will be replaced by another title, called It’s Hot, which will be a more general entertainment title for teenagers.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here