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The overnight success of Time Inc.'s Teen People (see story, on Page S-XX) was just one element in a very busy 1998 for magazines targeted to girls.

Other new teen titles set out to make their mark. Among them, Bauer Publishing Co.'s Twist, MicroMedia Affiliates' Latin Girl, Weider Publications' Jump and Girl, a youth-oriented fashion book from Lewit & LeWinter/Freedom, publisher of Mode.


"It's certainly a growth category -- and I think these magazines are realizing that," says Melissa Pordy, senior VP-director of media services for Zenith Media, New York. "These are young, viable consumers with disposable incomes and they can be talked to -- and, if you will, branded to -- at a young age. Marketers are riding this wave."

Petersen Publishing Co.'s long-established Teen introduced a spin-off, All About You that targets tween girls ages 12 to 14. HMB Publishing planned to take Moxiegirl national, tapping All About You Assistant Editor Lia Haberman as editor.

Meanwhile, Hearst Magazines moved forward with its plans for a teen magazine based on Cosmopolitan this summer.

Primedia strengthened Seventeen's position by acquiring the Sterling/Macfadden Teen Network -- which encompasses Teen Beat, Tiger Beat, Sixteen and Superteen -- and Laufer Publishing Co., which produces BOP and BB.

Despite the threat of fresher faces, longtime powerhouses Seventeen, Teen and Gruner & Jahr USA Publishing's YM proved they've still got spunk.

YM turned in especially remarkable year-over-year ad page growth in 1998. Pages were up 16.9% to 663, according to the Publishers Information Bureau.

Such brands as Cover Girl Cosmetics, Calvin Klein and Procter & Gamble Co.'s Noxema continued their commitments, and YM snagged more than 80 new advertising clients last year, including Adidas International, Kellogg Co., Sears, Roebuck & Co. and Wal-Mart Stores.

YM's circulation in the second half of last year, compared to the same period in 1997, dipped by 1.6% to 2,186,706 and subscriptions fell 2.7% to 1,468,106, according to the Audit Bureau of Circulations. Newsstand sales rose slightly, 0.8%, to 718,600.

YM rival Teenscored a 7.2% page growth, with 614 pages for the year. Teen's total circulation for the second half soared 12.8% to 2,077,653. Subscriptions gained 12.3% to 1,642,958 and newsstand shot up 14.5% 434,695. Last month, the magazine promoted Editor at Large Tommi Lewis to editor in chief, after the retirement of longtime Editor Roxanne Camron.


Meanwhile, the category's advertising and circulation leader, Seventeen, increased its ad pages last year 7.1% to 1,404. Circulation in the second half fell 5.9% to 2,415,727, with subscriptions down 8.5% to 1,662,309 and newsstand up 0.5% to 753,418.

Seventeen and Cover Concepts Marketing Services, also a Primedia property, last fall launched a sampling program, "Seventeenpack," which put product samples in the hands of about one million teen-age girls. Sponsors included Kimberly-Clark Corp., Playtex Products Corp., S.C. Johnson & Son, and Hershey Foods Corp.

Some of Seventeen's newly acquired sister publications enjoyed dramatic circulation growth in 1998. Teen Beat's circulation for the second half of the year gained 29.1% to 157,957, led by 36.4% higher newsstand sales of 136,570. Sixteen's circulation rose 25.1% to 161,466, spurred by a 29.2% growth in newsstand sales to 147,466. Superteen's circulation jumped by 20.3% to 156,463, based on a 37.7% growth in subscriptions to 3,453 and 20% stronger single-copy

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