Mother picks up EMAP teen gossip title brief

Mother, the agency best known for creating ITV Digital’s Monkey ads, has been awarded the multi-million-pound business for Sneak, EMAP’s celebrity title for teenagers.

The magazine, priced at 90p, will be available on April 30 and media planning and buying will be handled by Rocket.

Mother already handles EMAP’s London radio stations, Kiss 100 and Magic as well as music magazine Q.

A special 36-page sampler edition of Sneak will be distributed free with the April editions of EMAP’s other teenage titles, J17 and Smash Hits.

EMAP recently appointed Quiet Storm to handle the &£2m advertising campaign for its relaunched youth title, Bliss. The magazine will be relaunched in an A5 format on April 5 (MW last week). OMD was appointed to handle media planning for the magazine.

Quiet Storm already handles EMAP’s Heat and More! magazines.

BBC Worldwide’s Star magazine, based on a similar concept to Sneak, was closed down last year (MW October 18, 2001). This year BBC Magazines has closed its L&K magazine, formerly Live & Kicking. L&K will be replaced by another teenage title, called It’s Hot.

According to the July to December 2001 Audit Bureau of Circulations figures, the three leading teenage magazines – Attic Futura’s Sugar and EMAP’s Bliss and J17 – all experienced heavy declines in their year-on-year circulation figures. Sugar was down by 8.8 per cent, Bliss by 14.8 per cent and J17 dipped by ten per cent.

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