Magazine Reader

Selling to Kids, May 17, 2000

Reader Wrap-Up

New ad campaigns are sure to make a splash this summer. If you haven't seen Reebok's clever new cause marketing campaign, check out the promo in this month's Seventeen. Simple side-by-side images of a runner ("Flow.") and a smoker ("No flow.") say it all. Old Navy also comes up with a fabulous concept - iron-on transfers for t-shirts offer a print ad that lets kids brand themselves without even buying an Old Navy product and ties Old Navy to kids' do-it-yourself lifestyles.

Magazine: Cosmo girl!
Overview: This issue tackles the perils and pitfalls of online dating,
along
with the problems of protecting your hair and skin during summer
jobs.  A cool
new feature offers a look at a real reader's diary.
The mag also offers tips on
homemade highlights, sunblock, and an article
on relationships with moms.
Editors Endorse: Clinique Sheer Matteness t-zone shine control, Bobbi Brown
Color Options Artstick in Bright Pink, TanTowel self tanning towelettes and
Facewear To-Go Trio (a stack package including eyeshadow, lipgloss and
shimmer
powder) get mentions.
Celebrity Page Presence: 'N Sync, Britney, Gwyneth Paltrow, Jennifer
 Lopez,
Lauryn Hill, Christina Aguilera and Claire Danes grace the pages.
Limp Bizkit's
Fred Durst is this month's Cute Guy Club
honoree. Ad Contact: Wendy Nanus,
800/827-3221

Magazine: Jump
Overview: The ubiquitous "bathing suits for every body"  turns
 up here, along
with news from the Center for Eating Disorders that 56% of
girls hate their
bodies.  Anyone see a connection?  Readers tell what makes
a teen cool:  being
yourself, a good attitude, kindness and confidence top
the list.
Editors Endorse: B Box makeup comes in disposable q-tip form to prevent
dry
cosmetics and bacterial buildup.  Sally Hansen Surfer Chic nail colors
offer
free toe rings, and Bath & Body Works highlights spray keeps you
out of the
salon.
Celebrity Page Presence: No Doubt, Lindsay Weir of "Freaks &
Geeks," Hanson and
Breckin Meyer of "Can't Hardly Wait"
fame, provide star power in this issue. Ad
Contact: Susann Tapper 212/545-4800

Magazine: Seventeen
Overview: The issue is a classic summer prep issue, including tips on
everything  from beating body acne to burning cellulite.  More cerebral
topics include
taking a rape case to trial, USA's new movie
"Secret Cutting -- the New
Anorexia," and the presidential
campaign.  The mag also provides a strong
feature on coping with
graduation.
Editors Endorse: Web sites are getting more print coverage recently, and
Seventeen's editors like teenfreeway.com, moviejuice.com,
sissyfight.com and
safesitters.org, among others.  More traditional
endorsements include Sweet
Georgia Brown la la lashes bronze mascara and
do-it-yourself highlights kits
(yikes!).
Celebrity Page Presence: Natalie Portman, Hanson, 2gether, Britney, Sara Rue
(from "Popular"), Brandy, Katie Holmes, Kirsten Dunst, Gwyneth
Paltrow, Mandy
Moore,  Jennifer Love Hewitt and Mary J. Blige are among
this month's stars. Ad
Contact: Diane DeLeon, 212/407-9700

Magazine: Teen People
Overview: Profiles of the 25 Hottest Stars Under 25 dominate most of the
 issue,
but  there's a strong presence from real teen people.  Gohar
Galyan, a teen
reporter, fills readers in on the Oscars.  In a new trend,
reader letters and
the growing popularity of 2gether (MTV's boy
band spoof) indicate more kids are
growing weary of pretty boy groups.
Editors Endorse: Tony & Tina cosmetics, including Vibrational Remedies,
are the
grand prize in the mag's "Good Vibrations" contest.
Britney Spears' book
(that's right, she's an author)
Heart to Heart, and Demon in My View, the latest
book from Amelia
Atwater-Rhodes, a teen author,  make the reading list.  New
movies "Gladiator" and "Dinosaur," are entertainment
winners.
 Celebrity Page Presence: Drew Barrymore,  Britney Spears, Christina
Aguilera,
Jennifer Love Hewitt and Hanson make the magazine's
25 Hottest list.  A TV
special honoring the stars will air May 26 on ABC
at 8 p.m.  Justin Timberlake
hosts. Ad Contact: Laura Schroff, 800/284-0200

Magazine: YM
Overview: The latest in swimwear teams with tips on how to ask your crush
out.
An article on  teens who got pregnant and kept their babies gives
readers a dose
of reality, and a letter from a teen who was searched by
a mall security guard
because of her age highlights adult distrust of kids.
Editors Endorse: Sunless tanners (Neutrogena's a big winner in most
categories),
Sheer Blonde products, toe rings, an Adidas visor, Roxy slides
and new movie
Gossip" are the editors' summer picks."
Celebrity Page Presence: TLC, Jennifer Love Hewitt, Winona Ryder, Sarah
Michelle
Gellar, Madonna, Mia Hamm, Gwen Stefani and Ananda Lewis are
the girls who put
the pow in girl power." Ad Contacts: Anne Marie
Moriarty, Judy Wishnie, 212/499-

2000"