The magazine was launched in November 2003 and is now on its 6th issue. It is the only international licensed magazine that caters to the teen market, and its dynamic large glossy format has proven popular.
Says Publisher Sam Sneddon: "We are thrilled with the result, which is better than our initial expectations. We attribute the success of Seventeen to a number of factors, including relevant editorial, focused marketing and commitment to quality across all areas. These ABCs mirror that of the magazine's ad revenue which has increased every issue, with Seventeen attracting high calibre clients like Levi's, Estèe Lauder, L'Oreal, Edgars, Truworths and so on."
The average age of Seventeen's readers is under 17, but the magazine "lives the life" of a young adult of about 20 years - thus offers aspirational appeal. Editorial targets girls who are 'sussed' and 'with it', confident and although still searching for answers, is conscious and aware of what she wants out of life.
One of the key ways in which the title has been able to tap into this notoriously evasive market's mindset, is via its innovative Urban Scouts programme. This is an exclusive panel of more than 1500 South African girls aged between 13 and 24 years old, who have volunteered to act as Seventeen's "ground troops" to scout out trends in the youth market. In this way they inform the magazine's team of what is going on in the ever-changing minds of teens on an on-going basis.
Taryn Fritz Public Relations on behalf of 8 Ink Media
