Magazine Reader

Selling to Kids, Jan 26, 2000

In this installment of Magazine Reader, we examine six magazines for today's teen girl. From Valentine's merchandise to spring fashions, these magazines help build the trends that will guide teens' spending habits in the months to come. Here's the lowdown:

Cosmo girl! February issue

Subscription Information: 800/827-3221

Overview: The mag is advertiser-heavy, and although the cover touts "Fun, flirty makeup for under $5," advertisers tend to be higher-end than in other teen periodicals. Lanc"me, Chanel, Calvin Klein and Clinique are among more ubiquitous promos for Cover Girl, Maybelline and Neutrogena. Est[thorn]e Lauder's Aerin Lauder, executive director of creative marketing, provides a beauty advice column.

Drugstore shampoos and cleansers abound, however, as they do in most of the mags. Take note - clean and natural top teens' list of what they want in a product. Beauty questions in Cosmo girl! and almost every other magazine made frequent mention of oil control and hair hygiene.

Cosmo girl! seems to be the place for the wired teen girl - Web mentions include ads for beauty Web sites, plus this issue's e-male, a real-life male whose personal information and Web contact information are available for readers.

The magazine features a how-to guide to a boyless Valentine's, part of an independent, empowered focus found in most of the teen pubs.

Editors Endorse: Cosmo girl! editors, along with quite a few of their peers, are parading updated western wear - anything from gingham to cowboy boots to fringed halter tops -on their pages.

Christian Dior's (we said high-end) Tour de Rouges, a tower of five lipcolors which can be mixed and matched, are this month's "gotta have it" pick. Other winners? Hair tattoos and mini versions of popular products which can be carried in gym bags or purses.

Colors of the Month: Valentine's reds and pinks, plus a variety of metallic pastels.

Celebrity Page Presence: Freddie Prinze, Jr., the Goo Goo Dolls, Kate Winslett, Keri Russell, Britney Spears, Drew Barrymore and Mel C (of Spice Girl fame) are among the notables.

Mademoiselle February issue

Subscription Information: 800/274-4750

Overview: The magazine's older skew explains heavy advertising for adult brands with a young slant, including Ralph Lauren Intimates, Tommy Hilfiger's tommy girl perfume and Aveda. Aerin Lauder makes a second appearance, this time in a personal profile in which she promotes her new scent, Honeysuckle Splash.

The target audience also explains the presence of tobacco companies and much more sexually explicit articles than we found in the younger publications. Perhaps in a Valentine's-induced tribute to Cupid, the issue offers two articles on catching that dream guy.

Editors Endorse: Anything denim (the western trend continues), and beads, especially in dangling jewelry and bags, are Mademoiselle's picks for the spring. Dark hair dyes (... la Cameron Diaz and Gwyneth Paltrow) also score high.

Leonardo DiCaprio's latest, "The Beach," takes center stage under movie picks.

Colors of the Month: Pinks, sky blues and other pastels.

Celebrity Page Presence: Kate Winslett is the cover model, and the issue contains a multi-page interview, including a discussion of her recent project, "Holy Smoke." Keri Russell, Jennifer Aniston and Sarah Jessica Parker also appear.

Girls' Life February/March issue

Subscription Information: 888/999-3222

Overview: If the questions in the advice columns are any indication, these girls' primary concerns are fitting in with friends who are growing (physically and emotionally) at decidedly different paces.

A special report on "Getting Respect: Putting an end to catcalls, comments and creeps," along with an article encouraging girls to "ditch the doormat" feed the need for empowerment and selfconfidence boosters more prevalent in the youngest publications.

Editors Endorse: The editors' picks are products for girls buying their first cosmetics and still looking for a little playtime appeal, including Bath & Body Works Art Stuff Swirly Girl body lotion and SkinMarket glitter heart soap. All-natural items win big again, with Bumble and Bumble Prep herb and vitamin leave-in conditioner and Clairol Daily Defense,earning a mention in an article for first-time blowdryers.

Fashion finds? You guessed it, Girls' Life features an entire section on cowgirl gear, including gingham dresses and long denim skirts. Fun, funky plastic wristwatches also are a must.

Colors of the Month: Pastel blues and red.

Celebrity Page Presence: Winona Ryder, Mary Kate and Ashley Olsen and band Youngstown round out the mag's appeal to a wide age range.

Jane February issue

Subscription Information: 212/221-9595

Overview: This hits its target of the oldest teens with edgy, anti-establishment views that might not jive with less-rebellious, younger kids. Tobacco and alcohol are included in advertising.

Articles include a profile of the 10 gutsiest women of the year, including Caroline Kennedy Schlossberg, Dr. Jerri Nielsen (the doctor who discovered a lump in her breast while stationed at the South Pole), and boxer Margaret MacGregor. Reader picks included Secretary of State Madeleine Albright, Christina Applegate, Calista Flockhart and Courtney Love.