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: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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