Youth marketer Alloy Inc. and teen fashion magazine ELLEgirl announced a joint promotional effort yesterday featuring print advertising and other marketing efforts to both companies' middle- to upper-middle-class teen girl audience.
“You can buy ads in their magazine along with ads in our catalogs with themes that will promote the fashion categories, health and beauty aids and cosmetics,” said Matt Diamond, CEO of Alloy Inc., New York.
Diamond would not disclose financial details of the agreement.
“We're getting a strategic partnership that allows us to go to the advertising community with a much stronger set of assets to meet their needs and get more ad revenue,” he said. “If a cosmetics company wants to reach the youth market, we have another spoke in our wheel. You'll see more of an ELLEgirl presence throughout all of our properties.”
Alloy and its Delia's catalog target teen girls with a combined monthly circulation of 5.46 million and a total readership of 16 million.
ELLEgirl, which is published by Hachette Filipacchi Media U.S. Inc., will change its frequency with the February issue from six to eight times annually and will increase its rate base from 400,000 to 500,000.
“Advertisers focusing on print can get ELLEgirl and all of our promotions that can be better coordinated with similar themes and similar creative,” Diamond said.
On the consumer marketing side, programs from 360 Youth — Alloy's media arm — include its in-school location media network reaching 18 million students at 11,000 middle schools and high schools nationwide.
Using a combination of Alloy's assets and e-mail campaigns, ELLEgirl will draw on Alloy's database of 25 million to deliver offers and promotional opportunities to generate subscriptions.
“We have over 30,000 displays — billboards — [that are] inside units [located] in gyms, locker rooms, cafeterias and student unions,” Diamond said.
Alloy's Web design unit, AMP Designs, will assume production of ELLEgirl.com. Alloy.com and Delias.com have a combined reach of more than 2 million visitors each month.