Teen Titles Go Mobile

Publishers of teen magazines (they’re called “teen”, even though they’re pretty much only aimed at girls) are concerned about the technology boom, which has seen youngsters rapidly embrace “a host of wireless gadgets”. “Generation Y is one that has a very nomadic lifestyle,” explained Amy Barnett, Teen People’s managing editor. “If you’re a smart business person dealing with this demographic, you have to acknowledge that their lifestyle is much more complex. You must evolve your brand to reflect how they access information.”

As a result the magazines are moving into the mobile world with varying degrees of commitment. For example, Teen People offers a “celebrity news” service for mobile phones, and the magazine will “incorporate reader responses via text messages in almost every story in the magazine by this summer. This, as Barnett explained, fully connects Teen People’s magazine, Internet and mobile content.” Which is a good way to integrate the mobile side with the print side… There’s a lot the magazines can do, especially if they don’t get stuck in the “special offer” paradigm but integrate the mobile content so it complements the magazine.

Related stories:
Buongiorno Promotes Mobile Magazine
Time Inc. Plans Long-Term Mobile Strategy
Wallpaper And Nokia Launch Mobile Content

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