Claydon wins £2m BBC Worldwide teen brief

BBC Worldwide’s new, as yet untitled, entertainment and celebrity magazine for teenagers is being launched with the backing of a &£2m marketing campaign through Claydon Heeley Jones Mason.

The fortnightly title – which draws inspiration from American magazines such as US Weekly, Entertainment Weekly and Teen People – launches at the same time as a showbiz programming strand of the same name within the BBC’s children’s programme Live and Kicking.

The TV programme airs on October 7 and the teen title follows on October 18.

The glossy teen title, which will primarily target 14- to 16-year-old girls, will be stapled, of a similar size to OK! and Hello! and have 100 pages. It will carry long photo features on young actors from soaps and US programmes, such as Dawson’s Creek, as well as bands like The Backstreet Boys.

Alfie Lewis, associate publisher of the BBC Worldwide youth group, says: “There will be a print run of 400,000 for the first and second issues. We are hoping for a settle down circulation of 200,000.”

The launch will be supported by advertising on Channel 4 and Sky around youth programming and on the radio.

Lewis adds: “We do have a budget to secure the right kind of stories. It’s a first for BBC Worldwide and probably the first in the teen market itself.

“We hope that lots of the bigger stars will let us make a donation to charity instead.”

BBC Worldwide has also set up a Hollywood office to help the magazine and programme secure high-profile interviews.


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