NEW YORK (AdAge.com) -- Hearst Magazines' Seventeen is entering into an official promotional deal with MySpace, according to people involved in the partnership. While an increasing number of entertainment properties and brand marketers have latched on to MySpace and its massive community, Seventeen is one of the first print publication to do so.
Under the direction of editor Atoosa Rubenstein, Seventeen has aligned itself with MySpace over the past few months. The glossy's editorial staff was asked recently to create their own MySpace pages -- following in Ms. Rubenstein's footsteps -- and the magazine's contributor bios feature links to MySpace profiles.
Seventeen's MySpace page comes complete with quizzes and contests, a friends list with comments, plenty of links directly to the magazine's official Web site and banner advertising promoting magazine subscriptions.
A 'cultural shift'
"MySpace represents a cultural shift in the way girls are communicating with each other," Ms. Rubenstein told Advertising Age last month before an official relationship was struck between Seventeen and MySpace.
"It's an important part of their lives so it has to be important to us," she added at the time. Spokespeople for either company would not elaborate on the terms of the new partnership.
Teen glossies like Elle Girl and Seventeen are having a rough time adjusting to their audience's consumption of new media. Elle Girl, for one, is in the process of scrapping its print edition and will exist only as an online publication.
Web traffic down
These titles, however, aren't doing particularly well online, either. Traffic to Seventeen.com has dropped 26% year-over-year, from 807,000 unique visitors last May to 596,000 this May, according to ComScore Media Metrix. ElleGirl.com was down 40% in May, from 208,000 to 124,000 year-over-year. Additionally, TeenPeople.com suffered a 36% decrease in unique monthly visitors, from 595,000 last May to 383,000 this May.
With a community of 85 million members, MySpace has become an attractive platform for marketers anxious to connect with young consumers. Pages specially designed and edited for major advertisers, including several Pepsi-Cola beverage brands, are being championed as a safe approach to social-networking sponsorship. A deal with Walt Disney Pictures to build buzz for this summer's "Pirates of the Caribbean: Dead Man's Chest," starring teen-girl favorites Johnny Depp and Orlando Bloom, is proving particularly successful.
In May, Nylon and MySpace.com partnered to bring the magazine's 7th annual Nylon "Music Issue" online with interactive features.