When EIC and publisher of Girls’ Life Karen Bokram was working for Seventeen, she approached her boss to suggest that the magazine add a section for younger teens. Many girls younger than the pub’s targeted audience wrote in, but the EIC wasn’t into the idea. “We make magazines for advertisers, not readers,” she said.
So Bokram struck out on her own, and founded the tween mag Girl’s Life, which has been going strong for almost 20 years. Luckily for her, advertisers have realized what a potent economic force tweens are, and she has no problem getting them to work with the pub. PR pros are also welcome to pitch their clients to the magazine as long as they make sense for the pub’s audience. “Anti-aging cream — not for us,” said Bokram.