7, 2008, at late-night time, averaging about 3.8 million viewers (28.4% share) and 3.3 million viewers (39.4% share). Ugly Betty did well in key demos 15–24 (First episode: 46.8%, second episode: 56.7%) and 18–49 (First episode: 39.7%, second episode: 56.6%). But week after week, the show lost more than 1 million viewers, in part due to the late night schedule. In an effort to attract more viewers, two weekly TV magazines, Arthelius and Series TV Magazine, included Ugly Betty on their covers for their February 12, 2008, issues. South Africa Ugly Betty premiered in South Africa on Pay Channel, M-Net on Tuesday July 17, 2007. It later was re-broadcast on sister channels, GO and M-Net Holiday. The first season fared well with audiences and was a hit for the channel with strong buzz surrounding the show. Due to heavy promotions for the show across all media spectrums by M-Net, the premiere episode of Ugly Betty attracted 80% more viewers than Smallville which was the previous occupant of the time slot. M-Net marketing General Manager, Koo Govender, said the first episode was watched by about 432,000 viewers. United Kingdom The premiere on Channel 4 on January 5, 2007, attracted 4.89 million viewers. Two weeks later, Ugly Betty hit a new high with 5.5 million viewers watching the third episode. The figures and shares were similar each week, around 2–3 million viewers with 10–15% share; however, the finale rated less than the premiere episode, attracting 3.1 million viewers with 15% share. Due to the show's success and the fanbase it achieved in the United Kingdom, Channel 4 decided to move up the second-season premiere to Friday, October 5, 2007, thus allowing viewers to watch episodes one week after their U.S. airing. Merchandising On April 15, 2008, Hyperion Books, a Disney-owned publisher, released a companion book to the series, titled Ugly Betty: The Book, a 175-page softcover about the show in general, which covers the first season and portions of the second, complete with interviews from the cast and crew, tips and quotes from the characters, and mock ads for Fabia Cosmetics and Atlantic Attire. Around the same time, Random House's children's books division published a "magazine"-inspired book tied into the series, complete with photos and mock ads as if they were published by Betty herself, targeted for younger readers. In addition, a 2008 calendar for Ugly Betty was released using stills from