• Mediaweek, Monday, February 16, 2009 12:45 PM

People StyleWatch is convinced that magazines about shopping still have plenty of relevance among women in their 20s. Editor Susan Kaufman says, "Our demographic still shops, she isn't worrying so much about a mortgage and putting kids through college." The monthly spinoff of People is designed to show readers how to mimic celebrities' styles. StyleWatch's circ grew 15.2% in the second-half of 2008.

To glean information about readers' likes, while assuring advertisers that people are still shopping, the title is beefing up an editorial feature that encourages readers to send text messages. The messages can buy products in the magazine's editorial pages or ask for more information about those products. The texting feature is being expanded to 93 items in the March issue.

Currently, the editorial staff picks all the designated items. However, the magazine is exploring ways advertisers can get involved. For example, they can sponsor links to more information on a given topic. Publisher Michelle Myers said she's using data from the texts to persuade prospective advertisers that readers are interested in their products.

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