TEEN MAG TRACKS BEAUTY

Byline: Melanie Kletter

NEW YORK — A new teen magazine called TeenStyle is trying to squeeze its way into the crowded Gen Y magazine sector.
Published by Chicago-based firm H&S Media, TeenStyle almost feels like a young version of InStyle with its focus on celebs and beauty. Even the names of the two publications are strikingly similar.
TeenStyle premiered with a January-February issue that featured teen pop star Mandy Moore on the cover and contained prom stories galore, on everything from hair tips to finding the right prom innerwear. The April-May issue includes stories on hair tools and a special section devoted to accessories, published in conjunction with Accessories magazine. The cover of every issue includes a free gift such as beaded necklaces and hair tattoos.
“We are different from the other teen magazines in that our magazine is newsstand driven and we are focused on hair and beauty,” said TeenStyle publisher Sara Fiedelholtz, who formerly worked as special projects editor at Teen magazine. “We found that teen girls wanted more hair and beauty information, so we decided to create a magazine where they can find enough.”
In fact, the company believes its direct competition is more along the lines of hair magazines, not general interest books such as YM and Teen.
TeenStyle’s eclectic mix of advertisers includes Aveda, Blockbuster, The Buckle, fashionmall.com, Bonnie Bell, Hot Kiss, J &R Music World and Adidas fragrance for men. The magazine currently has a circulation of about 350,000, with a wide distribution including airports, Wal-Mart, Kmart and bookstores such as Barnes & Noble.
The magazine is currently published every other month, but will become a monthly magazine starting in October, according to Fiedelholtz.
H&S, based in suburban Chicago, produces an array of publications, ranging from quick-turnarounds on events and personalities such as JFK Jr., Ricky Martin and the Backstreet Boys to niche magazines including WOW (World of Wrestling); Core Sports, an extreme sports book, and Crafty Kids, a hands-on craft magazine for young parents. And H&S isn’t just sticking to the teen scene. The firm plans to launch a magazine called Hot, geared at tweens — consumers aged eight to 12 — that will likewise focus on celebrities, fashion and hair and beauty. Hot is scheduled to hit newsstands in mid-June.