Population Statistic: Read. React. Repeat.
Wednesday, July 26, 2021

News that Time Warner’s Time Inc. division was abruptly shuttering the print edition of Teen People elicited the predictable analysis: That today’s youngsters have no patience for dead-tree editions of news in the Internet Age.

This must have sent chills down the spines of staffers at Seventeen, CosmoGirl, Teen Vogue, etc. The writing has been on the wall for some time in terms print magazines and this generation of “totally wired” teenagers. Go digital. Go mobile. Or ultimately go away. Seventeen is now on MySpace. CosmoGirl is blogging and Conde Nast is “secretly” readying its launch of some sort of teen girl portal/social network.

Time’s decision to let TeenPeople.com survive reinforces that viewpoint. Because teen mags — a decades-old cash cow in the periodicals industry — are not being consumed by their target audience, it must mean that the audience is abandoning print altogether.

Or are they? A study from last year suggests that kids still like the glossies — just not the ones they’re supposed to:

While publishers keep churning out teen-oriented entertainment titles like Teen People and CosmoGirl!, it appears that not all the youngsters are biting: Teen girls often opt for the grown-up original-source magazines when digging on celebrity dish.

Why? Aside from cheap cover price and quickie weekly schedule, it’s because when you’re young, you don’t necessarily want to be labeled as such:

“Anyone who works in teen magazines understands that teens aspire to be older and want to read up (in age),” says Anastasia Goodstein, a San Francisco-based writer who publishes Ypulse, a blog about Generation Y for media and marketing professionals.

To me, this means that Teen People, and earlier casualty Elle Girl, failed because their very titles and focus stigmatized them. Their readership simply opted for the “real deal” inspiration titles. Magazines are still moving off the shelves and into that valuable teen-girl demographic’s hands. Unfortunately, this doesn’t help Seventeen and the remainder of the adolescent-aiming print set…

If anything, this just makes the fight for ad space in Vogue and other titles even fiercer. The parent mags can probably claim an even broader female readership range than they usually do.

by Costa Tsiokos, Wed 07/26/2006 11:40:22 PM
Category: Publishing, Society
| Permalink | Trackback | Feedback

As I strolled outside to pick up lunch just now, I caught a look at a truck on the street. It had a big banner on its side that read “Nebraskaland”, accompanied by some conestoga-wagon and Great Plains imagery.

The first thing that came to mind: There’s some sort of amusement park in the area that brings the thrills of the Cornhusker State to the Big Apple.

In reality, Nebraskaland is a rather large NYC-based food distributing concern, headquartered in (of all places) The Bronx.

Good thing. Because I simply don’t have time to tell you all the things that are wrong about an organized celebration of all things Nebraskan.

by Costa Tsiokos, Wed 07/26/2006 01:23:54 PM
Category: Business, New Yorkin'
| Permalink | Trackback | Feedback