Smaller Sugar pins hopes on new LadMag

Top-selling teen title Sugar goes compact this month and adds a free
“LadMag” to the package, in an attempt to maintain its position in the
difficult teenage market.

LadMag, a new standalone version of the
magazine’s popular section of the same name, will be given away with
Sugar every month, carrying the slogan: “All about boysâ€¦ but for girls”.

But
while publisher Hachette insisted the new size and supplement showed
“editorial innovation rather than giving away yet another covergift”,
the issue also carries seven free gifts, including a diamante bracelet,
mobile ringtone and McFly poster.

Twelve-year-old Sugar, edited
by Annabel Brog, lost 3 per cent of readers and recorded a 285,082
circulation in August’s ABCs, while Emap rival Bliss edged closer, with
a gain of 7.4 per cent year on year.

Julie Harris, manager of
Hachette’s women’s magazines group, said: “Our focus is on increasing
value through editorial innovation rather than giving away yet another
covergift; and we believe that LadMag will drive loyalty of purchase
over time. Compact Sugar plus LadMag every month will be an
irresistible package.”