Zoo Weekly sales information for several newsagencies suggests that while it has some fans it is not setting the world on fire. The best way to compare a new title like this is to compare sales to other titles in the segment: People and Picture are the closest comparisons. Sales for Zoo are running at between 20% and 30% of Picture. The data sample set is too small to consider this indicative of anything. In my view Zoo needs to identify a specific niche. In its present form I reckon it’s soft in terms of content of interest to prospective readers. This approach may be fine for the supermarkets. In newsagencies the title in in a segment where it is the soft (weak) product.