News & Publishing

How to reach the next generation of readers

By Gretchen A. Peck

Like seemingly every other magazine category, teen and young-adult titles have taken a beating in the past decade, with consolidation and the print advertising downward spiral forcing the closure of renowned brands — 16, YM, Teen, Teen Beat, Teen People, just to name a few. As retailers cowered or went dark across the nation, print magazines lost some of their best distribution allies-especially teen titles, many of which rely on those single-copy sales.

Publishing Executive asked publishers and editors about the challenges of publishing for this audience-to print, the web, and mobile devices-and how they’ve been able to compel young readers to love to read magazines. While the content in this category runs the gamut from celebrity insights to science and technology, there are some important commonalities among this target demographic: This generation of young readers is smart, articulate — opinionated even — and tethered to their smartphones.

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Published by Publishing Executive magazine

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