Sugar magazine was launched in October 1994, published by Attic Futura. The first edition, November 1994, was an immediate success, reaching a circulation of 205,000 exceeding its initial circulation target by 55,000. It soon overtook its main rival, Just Seventeen. Like competing titles at the time, "Sugar" used explicit sexual editorial to attract readership. This was controversial and contributed to the establishment of the Teenage Magazine Arbitration Panel in 1996. Sales peaked in 1997, after which demand for teen mags generally, "Sugar " included, began to go into decline due to the rising influence of digital media. In 2002, Attic Futura was bought by Hachette. "Sugar" finally lost its number one market lead position in 2006 to rival magazine Bliss.