Sneak ceases publication as readers move online

by Mark Banham, Brand Republic 10-Aug-06, 11:00

LONDON - Emap's teenage celebrity title Sneak faces an uncertain future following a decision by the publisher to suspend the magazine, which is struggling in the face of increased competition from new media platforms.

Dawn Bebe, managing director of Emap Elan, said Sneak, which launched in April 2002, would cease to publish "with immediate effect".

Bebe said: "The teenage magazine market is one of the most challenging sectors in the industry with increasing numbers of teenagers choosing new media platforms to satisfy their interests."

"Despite the very best efforts of the publishing and editorial team, who have been producing a great magazine week-in, week-out, Sneak is no longer a viable proposition on the newsstand for Emap."

The suspension reflects a tough girl's teen magazine market. In the US this year two magazines have been closed. ElleGirl was axed in April and then last month Teen People was closed with Time Inc putting it all online. The two publishers cited increased competition from new media.

It is also the second closure of an Emap teen title this year. In January it closed iconic music title Smash Hits.

According to the most recent ABC figures, from June to December 2005, Sneak has seen a drop of more than 10,000 actively purchased copies, falling from 90,964 to 80,077.

Bebe scotched the notion of rescuing the magazine by expanding it across media platforms to combat the decline.

She added: "We do not believe that the development of Sneak on other platforms is a current priority and have decided therefore to enter a period of consultation with the Sneak team, while we consider its future."

Emap would not confirm whether there would be any job losses due to the suspension of the title.

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