Fox will promote the show this summer, but in the meantime it is getting plenty of help from Seventeen magazine, the top teen pub, which will promote the show in two monthly issues and a special issue as well. The July issue, which hits newsstands today, will carry a ballot that lets teens vote on awards winners, such as actors Josh Hartnett and Shannyn Sossamon (40 Days and 40 Nights), nominees in the chemistry category. The August issue will also have a ballot and teens can vote online at Seventeen.com. A special Stars and Styles newsstand only issue on July 23 will be devoted to the show and include a viewer’s guide. That issue will also feature a Claim to Fame contest that gives readers the chance to be trophy presenters at the show. Old Navy is the main advertiser for the issue, according to Vicki Saunders, Seventeen's director of marketing development, who says Stars and Styles is the magazine's only special issue this year.
Michele Staats, Fox's director of national promotion, says Fox spots to promote the show will start in June, after the July issue of Seventeen comes out. The spots will run during prime time and promote Seventeen as well as the awards show.
Staats wouldn't comment on the financial arrangement between Fox, owned by News Corp. and Seventeen, a Primedia publication. She also wouldn't comment on advertising for this year's show, which is still being sold.
Fox is working with Seventeen because "it's a unique franchise. They're the leader in print for the teen audience and a perfect vehicle to reach teens," Staats says. "It's the only awards show for teens and their chance to voice what's popular in their culture."
The show is a summertime winner for Fox. Last year, it earned a 26 share/7.8 household rating among teens and 14 share/4.7 household for women 18-34. It won the night for teens, women 18-34 and 18-49.