It’s Promposal Season: Inside Today’s Teen Magazines

We dug through the pages of this month's Seventeen, Teen Vogue, and (new!) Tiger Beat (so you don't have to) and found the biggest topics to know...

In between the trauma-ramas, the new fashion trends (hint: it's always denim), the horoscopes, and the starlets, teen magazines are a treasure trove of information about being a teen today. Even the design of the issues can speak volumes about what appeals to young consumers right now. Tiger Beat, which has catered to teens for six decades, has revamped their pages to appeal to the new generation. Their covers once featured busy collages of famous faces, but now focus on one star, including up and comer digital celebrities. (Fame has been redefined, after all). The magazine's online presence has gotten the biggest makeover: a redesigned website, and more digital editorial content. We added it to our pile of pink pages to find out more. Here are three things we learned from this month's teen mag issues: 

1. It's Promposal Season

Forget the endless ads for sparkly dresses, these days you can tell prom is approaching when teen magazines start to feature stories the cutest and most creative promposals. The promposal trend, which we spotted in 2014, has only been growing and now brands are getting in on the public “will you go to prom with me” spectacles. MTV launched “Promposal Mania” last year, orchestrating promposal stunts with pop stars and broadcasting them on Snapchat and Periscope. Sour Patch Kids also asked teens to submit their promposal stories on social, and hosted a prom for the winners of the competition. Seventeen and Tiger Beat both feature reader-submitted stories of real life promposals, including gay and straight besties who asked one another, and one boyfriend who asked via a Facebook photos of a trip to Paris. 

2. The…

 
 

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The Newsfeed

Quote of the Day: “[It’s Always Sunny in Philadelphia is] my favorite satirical/dark comedy for the past 12 seasons and it hasn't dipped in quality since.”—Male, 21, NY

Nike’s new store puts mobile use at the center of the experience. Using geo-fencing, Nike knows when a customer walks into their 68,000 square foot space and changes the app accordingly. Users can see tailored content and offers, book styling appointments on-site, scan mannequins to have product delivered to their dressing room, and more. Based on the success of similar stores in L.A. and Shanghai, Nike execs hope their new flagship will build up Nike’s Brandom, and drive app downloads in the process. (Ad Age)

Jell-O is rolling out edible slime kits. Their Unicorn and Monster kits cash in on the slime trend, which has been booming in the anxiety economy for at least three years. Elmer’s, Cra-Z-Art, and Nickelodeon were all quick to tap the trend for marketing and products while Jell-O is a little late to the party. But considering that 82% of teens told Ypulse last year that they’ve participated in at least one trending activity to relax, there might still be time to capitalize. (Vox)

BuzzFeed is getting into the retail game, with plans to open family-focused stores across the country, starting in NYC. The brick-and-mortar venture, called Camp, will sell toys and apparel to Millennial parents and their kids, and the first is scheduled to open in time to capture some holiday spending. The concept is copying Story by changing up products and experiences every eight to 12 weeks, because, “we want to deliver adventure every time they come to the store.” (Ad Age)

Pharma companies are using influencers for social media marketing. Wego is a platform that connects patients with social media followings to pharmaceutical companies for marketing activations, like posts about drugs and devices. One company at least has seen success using the approach: Sunovian's earned media impressions surged from fewer than 100,000 to more than 13.2 million after working with Wego. The biggest caveats to that cashflow could be abiding by FDA regulations and contending with “a myriad of ethical issues." (STAT)

Eighty-five percent of Millennials have purchased a product after viewing a branded videoThat’s nearly 10% higher than the adult average for the U.S, U.K., and Australia, according to Brightcove. In addition, 56% ranked videos as more engaging than any other marketing materials and 46% said its their favorite form of brand communication. They're also seeking Shoppable content: 30% said they're interested in videos containing purchase links. (Marketing Charts)

Quote of the Day: “Black-ish is my favorite show on air because it's informative, funny, relatable, and political…I know that I'll be entertained and maybe even learn something new or think critically about certain issues.”—Female, 22, PA

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