• by Erik Sass  @eriksass1, October 10, 2013

Teen Vogue Charts Brand Affinities
There are 80 million U.S. consumers ages 13-33, wielding annual purchasing power of $200 billion --  a desirable target demographic for marketers of all stripes, including brands in the fashion, health and beauty categories. To help them hit their targets, Teen Vogue and Goldman Sachs conducted a study of brand affinities, nicknamed “The Love List,” which offers some interesting insights into the teen and young adult market.

The composite list is based on awareness, favorability and propensity for spreading awareness of the brand via word-of-mouth, both among a national sample of girls and women ages 13-29, and another survey of Teen Vogue “It Girls,” representing the fashion-savvy “influential” who serve as fashion trend-setters.

According to “The Love List,” the top overall brand among Millennial women is Forever 21, which scored an 86.9% with “It Girls” and a 73.2% with the national sample. But that’s neck-and-neck with Victoria’s Secret, which scored an 85.3% and 76.2% with the respective sample groups. Also scoring in the top 10 were Sephora, H&M, Converse, Target, Urban Outfitters, Mac, and Bath & Body Works.

The second tier (places 11-20) was composed of Maybelline, Eos, Neutrogena, Chanel, Louis Vuitton, Essie, Opi, Macy’s Nike and Marc Jacobs.

While the “It Girls” and national sample often had fairly similar scores, there were plenty of cases where they diverged substantially. For example, Urban Outfitters scored 79.9% among “It Girls,” but just 50.6% with the national sample. Similarly Marc Jacobs scored 75.6% with “It Girls” but 46.3% with the national sample.

Sports Illustrated Tries Adwall

While lots of online publications are experimenting with subscription paywalls, Sports Illustrated is taking another approach, requiring readers to watch 30-second video ads before they can access articles. Adweek reports that the new system, powered by Selectable Media, is currently being tested for desktop access to online versions of print stories, which are otherwise only available to subscribers. Readers can choose from a selection of several ads to watch; after watching the ad the article is then available for 24 hours.

New Magazine Inside Dance Launches

A new magazine devoted to the world of dance, Inside Dance, is set to launch in February 2014. Inside Publications is launching the new title to cover all aspects of the dance universe, from competition in the studio, school and all-star levels to conventions, tours, and commercial and professional dance. The magazine, published six times a year, will feature articles from dancers, choreographers, instructors, directors, dance and talent competition producers, stylists, and health experts, among others, plus plenty of dramatic photography. In addition to paid subscribers, complimentary issues will be delivered to over 4,000 dance-related facilities nationwide, as well as bonus issues at competitions, conventions, tours and camps. The magazine will also be available at select Barnes and Noble and Books-A-Million bookstores.

Koorbusch To Publisher, The Week

Tim Koorbusch is replacing Michael Wolfe as the publisher of The Week magazine, according to All Things Digital. Koorbusch had previously served as chief of U.S. sales for Say Media. In a memo to staff, Steven Kotok, CEO of The Week and sister publication Mental Floss, both owned by Dennis Publishing, told staffers: “While in terms of financial results we are seeing our best year yet for both The Week and for Mental Floss, we see the need to continue to invest in and build our brands for sustained future growth.”

Yoga Journal Names Kristen Schultz Dollard To Head Brand Strategy

Kristen Schultz Dollard, named director of brand strategy, digital project development at the yoga magazine, will be responsible for expressions of the Yoga Journal brand cross-platform. Notably, she is spearheading the re-launch of the magazine's Web site now underway. Prior to joining Yoga Journal, Schultz Dollard was digital director of Conde Nast’s Self, where she grew site traffic and unique users over 100% year-over-year. In her four-year tenure at Rodale Inc, she launched Women’s Health Magazine and served as digital editorial director of Rodale International.
 

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