It is a sign of the times. U Magazine, which was launched in January this year, is folding up after only a few issues. The November issue is its last. Its editorial laments that it has been hit by the bad times.

U Magazine is touted as a companion for youths as they go through this life-changing phase. Unlike some youth magazines which are more female-skewed, U addresses the views, needs and issues pertinent to both genders. The target readers are aged between 18 and 25 years - that time for learning, experimenting and changing. U addresses social issues such as bond-breakers among scholars. U is also the young’s medium for fashion, beauty, relationship advice, fitness, technology, leisure activities and entertainment..

Unfortunately, the market segment which it serves has not readily embraced it. In June this year, Project Eyeball, a daily tabloid, suspended its publication. It is interesting to note that both U Magazine and Project Eyeball focus on young readers and their concerns. What has gone wrong? Why are the young not interested in issues relevant to their generation? Why is it that other magazines for the young, such as 8-days and Teenage, are not affected by the bad times?

Perhaps, there is a pattern to be observed here. The very young - between 13 and 18 years old - are hungry for knowledge that lets them keep in pace with their peers at school and makes them hip. These readers readily fork out their pocket money to buy magazines which give them the low-down on how to live life as a trendy teenager.

But, once past that growth stage of discovery and keeping up with their peers, these people find no need to indulge in such peer-endearing reading. They become so consumed with running their private lives, they can’t find time to stop and think about the issues which affect their generation. For one thing, they are no longer restricted by the company they keep as they are no more contained within the confines of the classroom. Also, they are now up against the new world, in which they have to manage their relationships with people from different age groups. Suddenly they have to deal with, not one adult teacher, but many adults who are of their teachers’ age.

Of course, these 20-something chaps still have fun. They just need to do more reading on issues which affect them.

Read its last editorial HERE!