YM Relaunch: Young Miss Sophisticate?
Posted by anastasia on 07-07-2004
YM has relaunched with its August issue in an attempt to attract a more sophisticated teen with a "19-year-old mindset." From editor Linda Fears:
"The dramatic redesign combines energy and elegance, with style and a sense of humor," says Fears. "Sophisticated new fonts paired with clean, modern layouts result in a newsier, more colorful and graphically streamlined design. As a lifestyle magazine for teens, our goal is to provide inspiration and service in every area-from fashion and beauty to entertainment, health, news and relationship stories. Instead of trying to be all things to all teens, we're focusing on the '19-year-old mind-set,' encompassing older teens and sophisticated younger teens who want to aspire up."
They put just-turned-18 Lindsay Lohan on the cover of the August issue and the featured music artist is Avril Lavigne. I think they will be more successful in reaching younger teens who want to aspire up. I'm pretty sure 19-year-olds are reading Jane, Cosmo, Marie Claire, etc.