Teen spending power fuels revenue jump - advertising revenue of teenage magazines - Brief Article

Folio: The Magazine for Magazine Management, Nov 15, 1994

Overall revenue through September for the five-title youth category jumped more than 17 percent, to $76.5 million from $65.2 million in 1993, thanks to enthusiasm about the spending power of today's teens. Between now and the year 2010, the number of young consumers is expected to grow from 23 million to 31 million. Gruner Jahr's YM (up 37 percent) has done especially well in prestige cosmetics, perfumes and skin care products as a result of the new marketing push. "Department stores are more aware of young female consumers," says publisher Vicci Lasdon Rose, suggesting that marketers are attempting to combat flagging brand loyalty by reaching consumers at younger ages.

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