More Kindling for the Fire

Another teen magazine is on the scene. In an industry that is growing as fast as the new economy's is folding, ELLEGirl joins the 'Where's Waldo?' landscape that is teen tabloids.

Sadly, this magazine is most similar in design and content to Teen Vogue, the parent of which is Elle's closest competitor in the schema of women's magazines. But for some reason, the publishers of now-defunct George and Mirabella thinks that it can do well in a market where Teen Vogue is only bi-annual.

What are these publishers thinking? It makes sense -- in a downtrending economy, bolster your own brand by launching products that your competitors don't want to waste the cash on. However, when the cash cows of this niche market are Teen People and Seventeen (both of which focus on relationships more than haute couture), it's time to re-evaluate your marketing strategy.

Oh well. As I've been saying for these past few months whenever a new magazine launches (whether it's Jalouse or the new economy spin-off from Forbes): it's time to get out your collector's box and cellophane. A new antique is about to join the fold.