If Seventeen Was A Person She Would Be On MySpace

Ad Age reports on a media brand’s attempt to be young and hip relevant to its audience.

Hearst Magazines’ Seventeen is entering into an official promotional deal with MySpace, according to people involved in the partnership. While an increasing number of entertainment properties and brand marketers have latched on to MySpace and its massive community, Seventeen is the first print publication to do so.
Under the direction of editor Atoosa Rubenstein, Seventeen has aligned itself with MySpace over the past few months. The glossy’s editorial staff was asked recently to create their own MySpace pages — following in Ms. Rubenstein’s footsteps — and the magazine’s contributor bios feature links to MySpace profiles.
With a community of 85 million members, MySpace has become an attractive platform for marketers anxious to connect with young consumers. Pages specially designed and edited for major advertisers, including several Pepsi-Cola beverage brands, are being championed as a safe approach to social-networking sponsorship. A deal with Walt Disney Pictures to build buzz for this summer’s “Pirates of the Caribbean: Dead Man’s Chest,” starring teen-girl favorites Johnny Depp and Orlando Bloom, is proving particularly successful.

While marketers are tripping over each other to get a MySpace program together, it might we a good time to see what Trent Lapinski has to say about Rupe’s company.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.