Teen girl mag Fashion18 has gone digital (http://digitalmagazine.fashion18.com) and there are plenty of opportunities for advertisers to tag along. Publisher Sarah Bull says that blow-in cards, embedded video and hotlinked URLS are all on offer.
‘The multimedia potential is most exciting. For instance, music labels can download a sneak peak of a new CD or movie studios can show trailers,’ she says. ‘For this generation, it’s huge – teen girls spend an average of seven hours online a week, so being able to hotlink a URL is a great opportunity for advertisers to get connected with youth.’ Bull says digital buys have been bundled with print and that the net rate for an ad that runs in both media is approximately $10,800.
Buoyed by findings from PMB 2005 and a recent online survey by Texterity, which tracks digital magazines, the Toronto-based pub has plans to publish six digital editions this year, two of which will feature exclusive web content.
According to the Texterity study, which polled 6,403 participants between April 17 and 26, teen girls are 70% more likely than the average female to have visited a magazine website in the past 30 days and 91% of digital readers took one or more actions – such as visiting a Web site for more info – while viewing a digital ad.
