And even when a hot new title comes out, High Street shops find that their profit margins are under threat from supermarkets offering cut-price deals.
Some get a boost from working for a hot brand or having a relevant title.
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Thomas is seeking to hold on to her title, a record breaking 41 hot dogs and buns.
Doesn't Bangalore, India's homegrown technology hot spot, already lay claim to that title?
Red Hot Chilli Peppers won the best rock group title, with Blink 182 scoring the best new act award and All Saints winning best pop award.
The same thing happened to them two years ago when they re-signed Aubrey Huff to a nice deal after his hot bat helped San Francisco to the 2010 title.
Are there any hot brands poised to challenge Coca-Cola's title as the most valuable brand?
In fact, if you want to take advantage of the drum kit, guitar and microphone in the hot-selling Xbox 360, PlayStation 2, and PlayStation 3 title "Rock Band" it helps to have more than a few friends.
By the time of Live and Let Die's release in 1973, Paul McCartney's title track hit the No. 2 mark on Billboard's Hot 100 list.
If, for instance, the Wii is hot, you get shops like EA turning themselves into pretzels to build their title libraries for the Wii console.
But Milan's performances in the Italian league, with Beckham playing his part, have been more impressive and Sunday's eventual 1-0 win over Chievo left them hot on the heels of arch-rivals and defending champions Inter Milan in the title race.
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The Ospreys have also failed to mount a challenge for this season's Magners League title and there is much speculation about Jones's future in The Liberty Stadium hot seat.
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