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Issue 6, vol. 1 - July 2005
In our latest PING survey, fielded in May 2005, we examined from a national perspective the magazines young Canadians are reading. Our findings reveal that avid female magazine readers are created as young as tweens aged 9 to13 years-old. The proclivities of these young girls provide us with a great window into their mindset.
Today’s tweens are being raised on a steady trash TV diet of Oprah, America’s Next Top Model, Survivor, and E! Television , with a little Family Guy thrown in. They also see their parents and older siblings reading smutty tabloids and they want the same—on their own terms.
As tweens start to develop their sense of identity and aspire for a stylish self-image, magazine publishers are seeing an opportunity to treat tweens like teenagers, but with a little less sex (or at least more subtlety). According to our research, fully 56% of tween girls we studied are reading three or four magazines per month with a strong 42% actually buying two different magazines per month! That’s big reach and a big market any way you slice it.
Here’s a look at what they’re buying:
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All of the top ten magazines listed above, with the exception of People magazine, are niche magazines targeted to tweens and/or teens. During your next trip to Chapters, check out the magazine stand. People, Elle, Cosmopolitan and Vogue share the stand with “little sister” versions like Teen People, Elle Girl, Cosmo Girl and Teen Vogue.
You’ll also notice tween magazines which read like celebrity gossip rags for kids such as J-14, M and Twist using star power to attract young readers. J-14 is the number one choice amongst the young girls we surveyed. From cover to cover, the magazine is jam-packed with mindless content and hunks for near-pubescents – clearly a draw with this crowd.
While tweens may be drawn to the fluffy content that will merrily take them down the road progressing (?) to racier material in teen rags, some young girls are still reading wholesome magazines as evidenced by the popularity of Disney Adventures Magazine and Owl. In fact, 6% of tween girls regularly read their parent’s Reader’s Digest. Evidently, the jokes section continues to make great bathroom reading material.
Stay tuned for the full Summer PING results to be released to PING subscribers next week!
Here’s a fall tour that youth marketers need to get on their radar. Canada’s screamo darlings, Alexisonfire, and arguably the Rolling Stone’s of emo, The Used, are co-headlining a Canadian tour together this September and October supported by Florida's Underoath. Heavy music is hot with the kids right now and outside of the Taste of Chaos and Vans Warped Tour events that only hit a few Canadian markets this Spring and Summer, this tour will potentially be one of the most significant teen properties this year.
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