Wicked new teen girls' magazine

The glossy, handbag size mag will be well-balanced with a broad features base including the frivolous and the serious. It will relate to girls on a personal level, becoming a valued friend and confidante. An honest, consistent, fun survival guide, it will be a trusted source of information for teenage girls, giving answers to all the questions they can't ask anyone else.

The Wicked reader is a city girl, between 13 and 19 years of age. She is fashion- and trend-conscious with a need to be kept up-to-date. She exudes an outer confidence, yet has inner insecurities and is searching for answers to life. She is every girl. Her relationship with family and friends is of high importance in her life. She is motivated, enthusiastic, optimistic and social, and needs to be in-the-know about all things pertaining to teenage girls.

Why the name 'Wicked'? Substantial research was done on this. The target audience was presented with four name options - gloss, flirt, me and wicked. Over 50% chose wicked as their favourite option. It appealed to their naughty-nice side. It's fun, mischievous and not goody-2-shoes. In teenspeak wicked means cool, funky, cutting edge. In the dictionary it also means playful, roguish, and naughty - something all girls would like to be.

Produced by Style Lab, a publishing company set up by Paul Kerton, former editor of multi-award winning magazine, Men's Health SA, Wicked has a launch print order of 20 000 and will be distributed nationally through RNA, and possibly through niche fashion outlets. It's frequency will be 10 issues a year (Jan/Feb and July/Aug combined), and will have a cover price of R11.95.