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”.
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
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