Magazines Use Words, Color To Drive Newsstand Sales

Selling to Kids, Nov 25, 1998

Editors of kid and teen-targeted magazines are versed in using kid-compelling tactics to drive newsstand sales, but their tricks of the trade can be used to market other kid products. Editors get to know their readers through surveys, mail and questionnaires and use that information as a tool, but newsstand sales also indicate trends.

For example, Leonardo DiCaprio has had a recent decline in popularity. The star of "Titanic" created blockbuster newsstand sales.

Several magazines recorded best sellers with DiCaprio on the cover. Both Teen People and Seventeen sold more than 1 million copies with the actor playing front man. Teen People, which launched this year, sold that amount in 10 days and printed 400,000 additional copies.

Leo is no longer the hottest idol, but this is the age of the celebrity. TV, music and movie stars are making a big impression on kids, driving them to the newsstand, music stores and theaters. Kid magazine covers are a "very celebrity driven category at the moment," says Teen editor-in-chief Roxanne Camron. While supermodels were the thing of the early 1990s, celebrities are defining style now, says Teen People senior entertainment editor, Lori Majewski. Kids relate to the celebrities and are more likely to be influenced by their style than that of "a nameless faceless skinny model of the month," she says.

Kids' passion for quizzes and contests has been a constant. Kids want to "learn things about themselves and quizzes are a fun way for them to do that," says Karen Bokram, publisher and founding editor of Girls' Life. All About You, which is geared toward tween girls has made quizzes an important part of its editorial and includes 5-8 quizzes per issue. Eight of 13 November kid magazines S2K reviewed use the word "quiz" on their covers.

One editor said she could probably sell an entire issue devoted to quizzes.

Other words that attract kids of any age are special, free, win and makeover.

Whether it's changing a hairstyle, a room or lifestyle, makeovers give kids something they crave: power. Cover lines shouldn't promise what they can't deliver, says Camron. Otherwise kids lose trust in the publications.

Color Flash Color is almost as important as the image and words because it is the initial draw for potential readers. This month Mad Magazine's editors picked the yellow background with neon pink and purple words from 30 different color combinations.

"That one popped the best," says John Ficarra, co-editor. "These days of crowded newsstand space you've got to try to get the message out as loud as possible."

Girls' Life editors know about the importance of color. The magazine is beginning to use a new color in its cover lines:

fluorescent pink. Its Jan./Dec. issue will feature bolder and cleaner cover lines and logo.

S2K analyzed seven November issues of kids' magazines. Many use similar tactics to appeal to a broad readership. Please see analysis this page. (John Ficarra, Mad, 212/506-4850; Roxanne Camron, Teen and All About You, 213/782-2000; Karen Bokram and Miki Hicks, Girls' Life 410/254-9200; Neil Cohen, Sports Illustrated For Kids, 212/522-4876; Julie Stonberg, Seventeen, 212/407-9724; Lori Majewski, Teen People, 212/522-4867)

All About You/Teen All features a younger model and more specific cover lines, than Teen, says Roxanne Camron, e-i-c. Both magazines are published by Petersen Publishing. "The reader is less sophisticated and more interested in a very clearly explained information," Camron says. Both sets of readers are into sparkle make up and clothes, and are seeking self-identity. All offers more on that issue. Its November issue has 10 pages of quizzes compared to Teen's three. Children International has full-page ads in both issues and tries to tap into kids nurturing side with by using a boldface hook: "The Only Thing You Have To Lose Is Your Heart." The ad asks for $12 monthly donations for poor children in the Philippines.

Circulation: All/Teen: 375,000/2 mil.

Readership: Female tweens/F 12-17 Publisher: Petersen Publishing Girls' Life In November, GL empowered its readers to take control and produce the magazine. It's a popular feature. Fashion editor Miki Hicks gives readers a way to add color to their hair by weaving blue thread through the cover model's hair. Hicks knows Girls' Life readers. They are into fashion, but don't want to go overboard. Other impulse buying temptations include the band 'N Sync and TV show "Felicity" mentioned in the skyline above the logo and a quiz blowout blurb below.

Circulation: 350,000 Readership: F 9-15 Publisher: Monarch Avalon Teen People, Teen People drives the celebrity in its first celebrity style issue with 10 pictures vertically stacked with a dramatic back background. Teen People's advertisers carry on the fashion and celebrity themes. Both Levi's and "Meet Joe Black" have

two-pagers.

Circulation: 1.5 mil.

Readership: M/F 12-21 Publisher: Time Inc.

Seventeen Seventeen strategically places the word "guys" under its logo with a promise of a quiz underneath. It offers beauty help in the skyline to get as much varied information in the top fourth of the page. Seventeen readers like human interest stories. The monthly has featured articles on teen pregnancy and a real life "Party of Five."