You are so not fazed by teen mags' demise

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When Teen People announced it was folding its print property but retaining its web presence, the media bubble experienced a little dej… vu: Hachette Filipacchi made a similar announcement about Elle Girl earlier this year. Then came the claims that teen-targeted print is doomed because the demographic is spending all of its time online.

But 70% of voters in an Advertising Age online poll said you can market a magazine to teens; you just can't do it so blatantly. Teens can't wait to grow up, so they'll read People or Elle before they grab the kiddie version. But they are still turning pages. "Teen girls love magazines," said Jessica Sellers, marketing specialist for IFAI. "Online versions can't compare to the glossy (or matte) pages of makeup tips, embarrassing stories and fashion dos and don'ts."

Still, 30% of voters said this is a sign of changing times for teens. "I believe the trend is undeniable-teens are not responding to the traditional magazine product," said Luis Portiansky, marketing strategist for MWE.

Jane Grenier, associate publisher-marketing for Teen Vogue, which has captured advertisers that don't usually frequent teen mags, said it's what's inside that counts. "Relevant, unique editorial attracts an engaged audience-whatever the medium," she said.

Next week's question: "Was Agency.com's posting on YouTube about its pursuit of the Subway account a good way to pitch business?" To answer, log on to AdAge.com.



What you say: 70% of voters said teens are still a viable market for print, but they don’t want titles that talk to them like they’re teens. They’ll read niche products and more sophisticated magazines instead. However, 30% said the folding of Teen People and Elle Girl are signs that the teen set is so over print.
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