Wegen “fehlender wirtschaftlicher Perspektive” stellt Egmont Cultfish Media das Jugendmagazin “Sugar” mit der Ausgabe 9/2008 ein. Das Magazin wurde ursprünglich für Mädchen im Alter von 14 bis 19 Jahren positioniert. Bereits im Herbst vergangenen Jahres wurde versucht, das Konzept des Heftes zu korrigieren. Im Frühjahr folgte ein umfassender Relaunch, um den Titel für ein etwas älteres Publikum attraktiv zu machen. All diese eher verzweifelten Versuche blieben jedoch erfolglos. Das Heft verlor mit verbleibenden 28.200 verkauften Exemplaren innerhalb nur eines Jahres rund 66 Prozent seiner Auflage (IVW II/2008).
“Wir haben uns die Entscheidung, ‘Sugar’ einzustellen, nicht leicht gemacht. Aber die fehlende wirtschaftliche Perspektive hat uns keine andere Möglichkeit gelassen”, sagte Susanne Hübner, General Manager des Verlags. Als Sündenbock dieser Erfolgsgeschichte wurde Martin Fraas auserkoren, der zu Beginn dieses Jahres als Chefredakteur der Sugar antrat. Er durfte bereits nach fünf Monaten, kurz vor Ablauf der Probezeit, im Mai seinen Hut nehmen. Konzeptionelle Fehler wie ein möglicherweise wässriges Profil oder eine zu starke Annäherung an das Schwesterheft “Chica” werden natürlich an keiner Stelle eingeräumt.
Der wenig frequentierte Online-Auftritt des Magazins, zu finden unter sugar-online.de, soll jedoch erhalten und weiter ausgebaut werden. Andere Jugendhefte des Verlages, wie K-Club, girlfriends, GO Girl, das Top Of The Pops- und Best Of The Dome-Magazin werden zukünftig von den Kollegen des Berliner Standorts herausgegeben, die nachweislich über profunde Kinder- und Jugendkompetenz verfügen.
Dass auch andere Jugendtitel das Schicksal der Sugar teilen werden, ist vorhersehbar, obwohl das gänzliche Ende der Jugendzeitschriften wohl noch etwas auf sich warten lassen wird.
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