In an attempt to get closer to its readers, Seventeen India, a magazine for teenagers, has announced a unique contest called ‘Cover Girl’ hunt. This hunt is intended to be the magazine’s annual event.
Elaborating on the initiative, Preeta Sukhtankar, Publisher, Seventeen India, said, “This is an initiative to get Seventeen as a brand on ground and in touch with our core TG in the age group of 13 to 22 years. This is much to do with following the international format our parent magazine of getting closer to the readers, though the ‘cover girl hunt’ is very much a homegrown concept. It has taken us three years because in India we were trying to set our base and now we feel it is the right time to do so.”
“This is not a beauty pageant, but through this we are looking at a teenage girl who completes embodies the Seventeen spirit and attributes. The parent magazine of Seventeen India, Seventeen, has many such reader bonding events and the latest is the ‘Miss Seventeen’ contest, for which it has tied up with MTV,” Sukhtankar added.
In the US, Seventeen claims to be 2.5 million copies every month, thus translating into a monthly readership of 14.5 million. Seventeen has 14 editions worldwide, including emerging markets such as China, Philippines, Indonesia, Columbia, Venezuela and Russia.