Sneak unveils new look and content following research

by Jules Grant,, Brand Republic 05-Oct-04, 11:00

LONDON - Sneak, Emap's teen magazine, has unveiled a new look and content following research among teenage girls.

The first new issue hits newsstands today and includes a new Boy Section, which looks at celebrities and "real lads" of the week, giving straight talking facts about boys' behaviour. It will also feature a new agony uncle, who will answer reader's worries about boys.

A new Body Buzz page will give Sneak readers the latest tips on how to look great and feel confident by staying healthy -- including a new Lazy Girls Guide to Toning Up section.

The magazine will also continue to provide emotional support for readers and offer more advice on topical issues, such as coping with rejection or dealing with bitchy criticism.

The redesign sees Sneak unveil a new design and logo, to make the magazine more eyecatching on the shelf.

The move follows a challenging time for teen titles, having to compete with the likes of mobile phones and more "grown-up" magazines for young girls' attention. In the latest set of ABCs, Sneak was down 11.3% to 92,368. It is down 7.7% year on year.

Rimi Atwal, group publishing director of teen titles at Emap Performance, said: "The teen market is very dynamic and moves at a fast pace and the lives of teen girls are changing all the time. They're more sophisticated than ever before and are probably the most media-savvy consumers around."

He added that to be successful in the market, magazines must be prepared to reinvent themselves to cater for their audience.

"The relaunch of Sneak follows extensive research and it is this insight along with our unrivalled editorial expertise that forms the basis of the new revitalised product," he said.

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