Target Sponsors New Video On

ELLEgirl, which earlier this year shuttered its print operations in favor of online-only distribution, will relaunch Monday with original video, mobile text alerts and new personalization features.

The video clips will include a four-episode Web series about four ELLEgirl readers who hope to break into the modeling industry, a segment called "Nerd Girls" about women students at a Tufts University engineering program, and previews of the Fox television show "The O.C." Initially, four video clips will be available on the site, with an additional 11 going live in the next several weeks.

The clips, which are between 1.5 and 2 minutes, will be supported by pre-roll ads. Retailer Target will exclusively sponsor the video for the first month; Target also will exclusively sponsor the mobile text ads for one month post-launch.

Other new sponsors include T-Mobile, which will join the site next month, Baby Phat and Playtex. Coty Fragrances and Samsung also advertise on the site. last month drew 316,000 unique visitors, according to comScore Networks. Last year, when still in print, the magazine had a circulation rate base of 600,000.

The Web site of rival Seventeen magazine drew 930,000 Web visitors last month, according to comScore, while Teen Vogue drew 117,000 visitors and Jane garnered 73,000.



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