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Old 04-05-2003, 10:42 AM
CrimsonTide4 CrimsonTide4 is offline
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Join Date: Jun 2000
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Thumbs up Essence & Younger Audience

I know I used to wish there was a magazine for ME as a BLACK TEEN. I read YM, Teen, and Seventeen but none of it spoke to me.

This is from EURWEB.com:



(Apr. 3, 2003) BLACK GIRL POWER: The grandmother of all Black women magazines is skewering younger. The near 35-year old “ESSENCE” magazine has been a proven dominant force amongst the African-American female demographic it targets. But the partly Time Warner-owned title is not resting on its laurels, either. Like other legendary women magazines “Vogue,” “Cosmopolitan” and “Elle,” “ESSENCE” is forging ahead with its branding and also tapping into the teen market.

In late January, The RU Report tipped readers off about how a new title will be spun-off by “ESSENCE” which will target a younger, hipper audience (ala Vanguarde Media’s “Honey”). But aside from the as-yet-to-be-named magazine (nicknamed “Essence II”), which will be helmed by former “ESSENCE” entertainment editor Elayne Fluker, Essence Communications Partners will release its second installment of “ESSENCE GIRL,” a 24-page supplement to be included in the May issue of “ESSENCE.”


The first “ESSENCE GIRL” supplement, which debuted in the December 2002 edition, reached 1.2 million African-American female teens ages 12 to 17. It’s available on newsstands and in subscribers’ issues where teenage girls have been identified as part of the household. “ESSENCE” magazine’s year-long “War on Girls” series underscored a continuing commitment to serving Black females of every age, according to a spokesperson.


Kierna Mayo, the co-founder of “Honey” magazine, serves as editor of “ESSENCE GIRL.” “There’s a slew of teen mags surfacing in the market that cover Black stars because urban pop culture, of course, is American pop culture,” Ms. Mayo offers. “The development of a mag like ESSENCE GIRL is very significance to a group of teens who constantly seek validation from mainstream sources. We know how not to underestimate the potential and intelligence of our girls.”


As an editor of “The Source” magazine in 1991, Ms. Mayo helped usher in the editorial voice of the burgeoning hip-hop movement – a highly influential youth group. Since then, she’s become a media maven in her own right, working with the groundbreaking and now-defunct Urban Box Office, amongst other notable outlets. She tells “The RU Report” that she was originally approached by “ESSENCE” editorial director Susan Taylor and the magazine’s current editrix, Diane Weathers. “They asked me if I was interested and of course I said yes,” she reveals.


“ESSENCE GIRL” is not the official launch of a magazine, but rather a “feeler” to test the market, potential advertisers and to introduce the idea to a young female audience. “I would’ve killed for a junior version of my mom’s “ESSENCE” but things happen in the perfect time and young Black girls today are not only amazing to themselves but in various arenas they are wowing the entire world from Serena Williams to Ashanti.”


The supplement has one main feature focusing on cover girl Solange, younger sister of Destiny’s Child front woman Beyonce Knowles. A column entitled ‘Ask My Big Sis’ offers relationship and ‘coming of age’ real girl advice. An urban prom fashion spread is also included along with Jump Off, an entertainment section featuring tidbits on Raven Symone, Mario and Musiq Soulchild, amongst others.


“ESSENCE” chairman and CEO Edward Lewis offered, “There is not a single national magazine in today’s market that targets Black teenage girls. As the market leader in empowering African-American females, we wanted to celebrate the uniqueness and style of these young women by addressing the issues and topics that are of importance to them.”


Empowerment seems to be the name of the game over at the “ESSENCE” fold. They don’t just stop at bringing forth another magazine, but will go interactive with their new branding during a special mall event that will take place this weekend at the Cherry Hill Mall in Cherry Hill, New Jersey. Named The Essence Girl “What’s Cool?” Mall Event, the afternoon affair will feature a fashion show and autograph session presented by Macy’s, trendy beauty tips, give-a-ways, as well as a panel discussion on diverse and exciting opportunities in the entertainment industry. R&B singer on the rise and current Ms. Knowles; R&B/gospel group Ramiyah; Ms. Mayo; “ESSENCE GIRL” deputy editor, Heather Keets-Wright; “ESSENCE” assistant Beauty editor Stephanie Scott; “ESSENCE” fashion assistant Lee Miller; former model and entrepreneur Tammy Ford; make-up artist Angeliq Turner; and Susan Blond, Inc.’s senior account executive Simone Smalls will all take part in the panel discussion.


“The ESSENCE GIRL supplement continues to foster the relationship between ESSENCE and our readers, from their teenage years through adulthood,” said Michelle Ebanks, Essence Communications Partners group publisher. “Like ESSENCE, ESSENCE GIRL is a lifestyle resource. When these young women flip through the pages of ESSENCE GIRL they will see girls that are a reflection of themselves physically, spiritually and socially.”

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I am a woman, I make mistakes. I make them often. God has given me a talent and that's it. ~ Jill Scott

Last edited by CrimsonTide4; 04-05-2003 at 10:45 AM.
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