News for the boyz
Newsstands are crowded with successful magazines aimed at teenage girls, but there are few, if any, general interest magazines for teenage boys, and yet there are over 4.75 million young men in this demographic in South Africa. With this in mind, DevAd Publishing & Promotions is launching Boyz Only magazine, targeted at young men between the ages of 10 and 18.
Why for boys only?
Seven out of 10 teenage boys read magazines aimed at other markets, such as adult men's magazines which contain editorial not suitable for the younger generation. This translates into a potential 2.8 million readers in a demographic with a proven disproportionate influence on fashion and purchasing trends.
Behaviour and buying patterns make teen boys a unique group for marketers. There is currently no comparative publication; however, research shows that this target market is in dire need of a magazine that can entertain and educate them.
The Nielsen cross-media comparison found that teens in fact trust ads in magazines more than those on radio, TV or the internet. Research has shown that this definitely applies to teenage boys.
Some argue that the needs of teenage boys are already being met by men's magazines and specialty publications; however DevAd Publishing feels that the market is being served piecemeal and not generally in order to educate, inform and entertain young male South Africans, who feel that they are being neglected.
In order for a magazine aimed at this target market to be successful, it would require a high level of dedication to the demographic. DevAd Publishing believes that it has the background and experience to provide the magazine content as well as the staying power in this regard.
Research shows that teen boys have the same concerns and issues as teenage girls but no one is protecting, educating, uplifting and encouraging these young men. This is where Boyz Only aims to fill the gap.
The write stuff
The editorial in the publication will aim directly at the target market due to the fact that the editorial advisory team consists of young men in the targeted age group. With teen fads and interests changing almost daily, the team of young editors and advisors aim to ensure the magazine will always be up-to-date and fresh.
On the newsstands
The publication has been accepted by RNA Distribution for distribution from the very first issue.
The inaugural issue of Boyz Only will be on the stands from 15 September 2008 at Super Spar, Spar and Checkers outlets, CNA, Look ‘n Listen, Toys R Us, CD Warehouse stores and other outlets. Although the first issue distribution figure is 5000, DevAd Publishing envisage the sales figures growing to a realistic 45 000 by the sixth edition.
At Vogue Communications Agency