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Magazine targets Christian teens | Magazine targets Christian teens |
(about 16 hours later) | |
A lifestyle magazine aimed at Christian teenagers has been launched in the UK. | A lifestyle magazine aimed at Christian teenagers has been launched in the UK. |
The publishers of Streetbrand hope that its mix of music, fashion and faith articles will appeal to "spiritually-minded" teenagers. | The publishers of Streetbrand hope that its mix of music, fashion and faith articles will appeal to "spiritually-minded" teenagers. |
The magazine, which will be available three times a year, will steer clear of articles on sex. | The magazine, which will be available three times a year, will steer clear of articles on sex. |
The company says it aims to provide something different in a market already full of publications aimed at the youth market. | The company says it aims to provide something different in a market already full of publications aimed at the youth market. |
Most magazines for teenagers focus on a blend of relationship articles, celebrity gossip and some social issues, such as bullying. | Most magazines for teenagers focus on a blend of relationship articles, celebrity gossip and some social issues, such as bullying. |
They have been criticised for publishing articles on sex or body issues, which parents often regard as inappropriate for young people. | They have been criticised for publishing articles on sex or body issues, which parents often regard as inappropriate for young people. |
But Streetbrand aims to be different, pitching itself at what it calls a generation of media savvy, spiritually-minded teenagers, who want to connect with other Christians. | But Streetbrand aims to be different, pitching itself at what it calls a generation of media savvy, spiritually-minded teenagers, who want to connect with other Christians. |
Articles on music, books and gadgets will sit alongside interviews with inspiring young people - not always Christians - and celebrities talking about their faith. | Articles on music, books and gadgets will sit alongside interviews with inspiring young people - not always Christians - and celebrities talking about their faith. |
Not preaching | Not preaching |
It is aimed at girls and boys, but can it really hope to compete in a market already saturated with teen magazines? | It is aimed at girls and boys, but can it really hope to compete in a market already saturated with teen magazines? |
Streetbrand's editor Kofo Baptist says that her readers do not embrace what she calls "dead religion" - and she does not intend to preach to people either, though the content will be strictly controlled. | Streetbrand's editor Kofo Baptist says that her readers do not embrace what she calls "dead religion" - and she does not intend to preach to people either, though the content will be strictly controlled. |
"It won't be filled with stuff about sex or articles about how to get that boy" says Mrs Baptist, a PR adviser in her 30s who is also a Pentacostalist. | "It won't be filled with stuff about sex or articles about how to get that boy" says Mrs Baptist, a PR adviser in her 30s who is also a Pentacostalist. |
Kofo Baptist hopes her new magazine will inspire Christian teenagers | |
"It's about telling teenagers how to make a difference in their world." | "It's about telling teenagers how to make a difference in their world." |
She believes that young Christians look for role models and advice on living out their faith, but often find it hard to discover amongst their friends or family. | She believes that young Christians look for role models and advice on living out their faith, but often find it hard to discover amongst their friends or family. |
Magazines have long been a source of information and advice for teenagers, but their outlook could rarely, if ever, be described as 'churchy'. | Magazines have long been a source of information and advice for teenagers, but their outlook could rarely, if ever, be described as 'churchy'. |
Mrs Baptist was inspired to create her own print offering after leafing through a magazine that a 13 year old girl showed her in church one day. | Mrs Baptist was inspired to create her own print offering after leafing through a magazine that a 13 year old girl showed her in church one day. |
"It was all about tips on how to improve your sex life. I was shocked. She should have been reading about how to have fun as a teenager." | "It was all about tips on how to improve your sex life. I was shocked. She should have been reading about how to have fun as a teenager." |
She is also clear that there won't be any attempt to convert non-Christians through the magazine, though the Streetbrand website does contain more of an evangelical theme. | She is also clear that there won't be any attempt to convert non-Christians through the magazine, though the Streetbrand website does contain more of an evangelical theme. |
Despite there being plenty for teenagers to choose from on the shelves, Streetbrand does bring something unique to the newsagents, says Sheelagh Doyle from the magazine trade body, PPA. | Despite there being plenty for teenagers to choose from on the shelves, Streetbrand does bring something unique to the newsagents, says Sheelagh Doyle from the magazine trade body, PPA. |
"It's a totally different market from the usual magazines, aimed at Christians, of which a healthy number must be teenagers" she says. | "It's a totally different market from the usual magazines, aimed at Christians, of which a healthy number must be teenagers" she says. |
"The most recent circulation figures from February show that niche magazines are still doing well, because they're not trying to be all things to all people. | "The most recent circulation figures from February show that niche magazines are still doing well, because they're not trying to be all things to all people. |
"Because they're niche, they connect in an emotional way to the people who buy them - you could say they're a form of religion." | "Because they're niche, they connect in an emotional way to the people who buy them - you could say they're a form of religion." |
The real test of whether the teen magazine market is ready for such a magazine will come with the sales figures. | The real test of whether the teen magazine market is ready for such a magazine will come with the sales figures. |
Streetbrand is currently being subsidised by Mrs Baptist's own PR agency of the same name. | Streetbrand is currently being subsidised by Mrs Baptist's own PR agency of the same name. |
But she hopes that after talks with suppliers, it will be selling alongside other magazines in most high street newsagents. | But she hopes that after talks with suppliers, it will be selling alongside other magazines in most high street newsagents. |