MEDIAWORKS: How vital are beyond-the-page platforms for a title like Teen People?
GREGG HANO: It’s very, very important that we begin to expand beyond just the printed page to make sure that TeenPeople.com is the best Web site in the space. We’ll look at areas like TV, radio, how to make our events stronger, what we can do in the digital space. It’s something we’re going to work long and hard on.
MEDIAWORKS: How much are Teen People franchises and events, like the Teen People Rock 'N Shop Mall Tour, designed for readers and how much is intended for advertisers?
MR. HANO: It’s important that we do both in events, online, in print, on TV, on the radio and in digital formats. We have a couple of very key franchise issues -- like “20 Teens Who Will Change the World” with an awards luncheon sponsored by L’Oreal -- and “25 Hottest Stars under 25.” TeenPeople.com will have exclusive content on those. The whole cross-platform world is huge for the readers. But we want to give both the readers and the advertisers touch points for each other.
MEDIAWORKS: How does the role of TeenPeople.com differ from the role of the magazine? Is the content different from the magazine? Does it attract different demographic and/or advertisers?
MR. HANO: We really see it as a lot of original content and a lot of breaking news. The magazine is delivered 10 times a year to the readers -- but they really want to know about their stars and what’s going on 24/7.
MEDIAWORKS: How does Teen People fit in with other Time Inc. magazine brands, particularly titles like People that might become future destinations for today’s Teen People readers?
MR. HANO: In the People franchise you really have this great DNA. We feel that within, say, Teen People or even People en Espanol you need some specific focus dedicated to it, but the basic focus of the People brand is what it’s all about. We’re working to grow those Teen People readers into People readers.
MEDIAWORKS: Coming from Popular Science, how much insight do you have into the teenage-girl demographic?
MR. HANO: In my living room I have a focus group, two daughters aged 17 and 15. Their friends are around my house all the time. It’s an amazing thing to see them all the time and see their live reactions to everything.