BBC Worldwide axes teen title

BBC Worldwide has axed celebrity title Star a year after its launch, following a decline in sales.

The last issue of the fortnightly magazine, aimed at teenagers, will be available on October 23. BBC Worldwide claims it is preparing to launch another teen title to replace Star.

Star, which was launched on October 18 last year, posted only one set of ABC figures – for January to June 2001 – registering average sales of 130,493.

The launch was backed by a £2m ad campaign, created by Claydon Heeley Jones Mason, with media through New PHD (MW October 19, 2000).

Publishing director Lindsaye Fox says: “While Star has achieved a great deal over the past year in a terribly difficult market, we’ve taken a hard look at its prospects and have to conclude that there isn’t sufficient potential for growth at this time.”

Star has been battling with a string of recent launches in the teenage market – including National Magazine Company’s CosmoGirl! and EMAP’s Elle Girl, both of which launched in September.

Fox adds: “Regrettable as it always is to close a magazine, it is our view that we’d be better off closing Star now and concentrating on the plans we have for the teen market, which members of the Star team will be helping us to shape and deliver.”

In the teenage entertainment market BBC Worldwide also publishes the Top of the Pops and Live & Kicking titles.

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