In one of the few instances of its kind, a new consumer title is being launched with its own theme song.
Starting today, one day before Hachette Filipacchi Magazines’ Elle Girl hits the stands, visitors to Ellegirl.com can download “Whatever That Means” by Michelle Lewis. Targeted at a teen-age audience, the theme song debut will be followed by an online music video available for download.
A BMG artist, Lewis has penned theme songs for television shows like “Felicity” and “Melrose Place” and movies like “Practical Magic” and “Anywhere But Here.”
Creating a theme song and offering it online will help brand Elle Girl with teens in a market niche hotly contested by publications such as Teen Vogue, Teen People, Teen, Seventeen, YM and Cosmogirl.
The song is meant to celebrate Elle Girl’s positioning as a magazine that is fun, sophisticated and independent in attitude, said Brandon Holley, editor-in-chief of Elle Girl, New York.
A quarterly through 2002 and a bimonthly thereafter, Elle Girl’s first issue has 96 editorial pages on beauty and fashion tips, health, advice, music, entertainment and boys. Sixty percent of coverage is devoted to fashion and beauty.
The magazine will owe some of its focus to Ellegirl.com. The site was launched June 25, two months ahead of its print sibling. This was done to take advantage of visitor feedback to shape the print Elle Girl.