SYDNEY: Pacific Magazine is gearing up for an overhaul of its youth magazines with redesigns, launches and new websites all on the agenda.
The announcements follow the release of "Tween Tracker" - a research initiative from Pac Mags that looked at the lifestyle and media habits of 1,200 Australian youths aged between 6-12 years.
“Australia has over 2.3 million tweens, who account for 15% of the total population and control $1.35 billion in annual income - making them a force to be reckoned with,” said Pacific Magazines strategy and planning director Miriam Condon.
As a result of the research, Pac Mags will be redesigning the youth titles K-Zone and Total Girl; launch new brand extensions such as the K-Zone Prank book, Total Girl bookseries, Total Girl and K-Zone CDs and holiday magazines under the Total Girl brand.
Digital investment will include a new digital team to relaunch the K-Zone website in November; and the development of a marketing strategy that targets parents to increase brand awareness of the K-Zone and Total Girl brands.
In the past, these brands have focused marketing activity to tweens who have been the purchaser or influencer of the brands. This year, Pacific will target parents to build understanding of the brands as safe and secure environments for children.
There will also be increased point of purchase visibility by partnering with other Pacific Magazines titles in retailer promotions. This includes two extra national promotions during the year ahead.
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