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How To Pitch For PR: Seventeen

Offer access and fun, fresh trends for this teen title and its website

By Whitney McKnight - June 21, 2010
Circulation: 2.3 million
Frequency: Monthly
Special issues: Prom Guide, in mid-December

Background: The 1944 brainchild of media tycoon Walter Annenberg, Seventeen found its sure footing in the 1950's as one of the first publications to track trends among teens -- and target advertising accordingly. When a growing number of American school girls were wasting little time between graduating high school and becoming wives and mothers, Annenberg and his sister Enid Haupt, the pub's editor-in-chief, saw to it that ads for appliances, china, and silver ran alongside the magazine's fashion and cosmetics marketing mainstays. The outlet even launched its own series of young homemaker how-to books including The Seventeen Book of Etiquette and Entertaining.

A Hearst family member since 2003, Seventeen has remained a leader among 12- to 19-year-old girls by continuing to follow the zeitgeist, even if that means scrapping articles on how to remove laundry stains in favor of those underscoring what current editor-in-chief Ann Shoket says is the magazine's mantra: "It's fun to be Seventeen." Shoket says that while at its core, Seventeen is a fashion and beauty magazine, "every single thing we do has to be crazy, delicious, insane, fun. So, even when we're talking about very serious issues -- teen pregnancy, dating abuse, eating disorders -- we don't want girls to feel like they're taking their medicine when they're reading the magazine."...

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