Rather than reading magazines created especially for their age group, young teenagers are turning to women lifestyle glossies and celebrity magazines aimed at older readers.
However, the biggest threat to the sector comes from other forms of entertainment - notably the Internet, but also television and radio. The continuing growth of online activities for teenagers, together with demographic factors, means that the outlook is bleak for traditional print teenage magazines, and sales are forecast to continue to fall between 2009 and 2013. By contrast, the pre-teen sector is expected to show relatively good Mulberry UK growth, increasing by between 2.7% and 4.9% year-on-year during this period.
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