And the knock-on effect of fastidious positioning has been the attraction of more readers, and the consequent establishment of Saltwater GIRL as South Africa's most popular teen female title (ABC 28163 for period Jan-June 2004).
Since the launch of several teen titles, both local and international, pundits in the marketing and media industry have been predicting the emergence of any one of these titles as the industry leader over the established Saltwater GIRL. And yet the Durban-based teen female magazine remains ahead of the pack.
The reason for Saltwater GIRL's remarkable success in the face of such rivalry comes down to youth publishing specialists Atoll Media's fundamental ethos - position is paramount to circulation. "Atoll Media has emerged as a leading youth publisher because of this belief," says managing director and youth market expert Craig Sims. "We understand that the dynamic of the youth market is different to other demographic segments. Today's youth are streetwise and selective - they know what is cool and what is not cool, and aspire to certain activities and lifestyles over others. Atoll Media strives to position its magazines in the niches and lifestyles that are aspirational and influential."
By employing an editorial team that is passionate about what the magazine represents, Saltwater GIRL has become the authentic voice of alternative South African teen female culture, appealing to the readers that Saltwater GIRL wants to target - the trendsetters. "Instead of using shotgun marketing techniques, gimmicks and hooks to attract readers, we focus on Saltwater GIRL's content and positioning, making sure that the magazine appeals to the youth in an authentic and empathetic voice," says editor, Lari Brown.
The magazine's content is edgier, hipper and more vibrant than its competitors, and this has given the local girl the edge over her rivals, with the added effect of attracting the coolest brands as advertisers, which has in turn solidified Saltwater GIRL's reputation among the youth as South Africa's coolest teen female magazine.
The success of this magazine highlights one of the keys to successful youth market strategy. Focus on positioning because according to Atoll Media, position begets possession.
