Sales of Doctor Who Adventures have slumped by nearly 50 per cent over the past year, according to latest figures released by the Audit Bureau of Circulations.
The 26 issues distributed between 1 July 2009 and 31 December 2009 had a total average net circulation of 44,664 per edition across the UK and the Republic of Ireland.
This represented a 45.7 per cent drop year-on-year - the figure for the same period in 2008 was 82,205.
Acknowledging the huge fall, Jaynie Bye, joint managing director of BBC Children's Magazines, remained optimistic, saying: "Doctor Who Adventures is down year on year, as anticipated, but is still performing well given the absence of the show from the schedules for most of this period. We are confident that circulation will increase with the return of the Doctor to our screens in 2010."
For comparative figures, see the BBC Worldwide press release.