Where The Girls Are

Published on .

SEVENTEEN

Hearst Magazines

editor in chief

Sabrina Weill

Publisher

Ellen Abramowitz

circulation1

2,459,135

% change vs. '02

+5.4

ad pages2

445.1

% change vs. '02

-5.2

THE SKINNY: All eyes are fixed on the category's marquee name, fresh from its sale to Hearst. Observers expect serious changes are in the offing. How the biggest title, under its new owner, navigates the sector's current terrain will still do much to define the teen magazine world, no matter how many niched entrants are in the mix.

YM

Bertelsmann, Gruner & Jahr USA Publishing

editor in chief

Christina Kelly

publisher

Joan Sheridan LaBarge

circulation1

2,206,067

% change vs. '02

no change

ad pages2

407.6

% change vs. '02

+21.3

The Skinny: A series of ad page and circulation gains were tainted slightly when it was revealedYM overstated numbers, but no media buyer thinks long-term damage was done. Still, many await what the next round of circulation reports will bring, and to see what seasoned incoming publisher LaBarge will do to sustain YM's growth.

TEEN PEOPLE

Time inc.

managing editor

Amy Barnett

publisher

Paul Caine

circulation1

1,603,138

% change vs. '02

-2.2

ad pages2

323.1

% change vs. '02

+.01

The Skinny: The first of the new breed is the first to have growing pains. While it's the newsstand sales leader in the group, its single copy numbers slipped a little last year and its rate base will be cut 150,000 to 1.45 million. Seventeen's anticipated changes get the ink, but smart observers will closely track Amy Barnett's upcoming redesign.

COSMO GIRL!

hearst magazines

editor in chief

Atoosa Rubinstein

publisher

Kristine Welker

circulation1

1,069,904

% change vs. '02

+27.5

ad pages2

261.8

% change vs. '02

+30.9

The Skinny: The progenitor of the more-niched approach, it's managed to differentiate itself just enough from mothership Cosmo's steamy positioning yet still capitalize on the brand association. Unlike the older Teen People, it's shown no sign of maxing-out its growth curve, and upcoming circulation reports will be a key indicator of how much bigger it can get.

TEEN VOGUE4

Conde Nast

Publications

editor in chief

Amy Astley

publisher

Gina Sanders

rate base3

450,000

% change vs. '02

+5.4

ad pages2, 5

144.2

% change vs. '02

N/A

The Skinny: There was a long birthing process for this most-luxe entrant, which seeks to leverage its obvious fashion affinities while insisting outfits be affordable. It's arrived latest to the ball and its launch was greeted with skepticism, but its name and positioning, as well as reduced trim size, sharply differentiate it from the rest of the field.

ELLE GIRL

Hachette Filipacchi Media US

editor in chief

Brandon Holley

publisher

Jeanne Schwenk

rate base3

450,000

% change vs. '02

N/A

ad pages2,5

176.7

% change vs. '02

+93.1

The Skinny: Doing empowerment in a less antic fashion than CosmoGirl and touting the reach of its international editions, Elle Girl's positioning as the multicultural smart-set take on the teen title has won it admirers. But while newcomer Teen Vogue has yet to match its ad page counts, observers feel Conde Nast has made more noise than Hachette.

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