The past years, youth culture—and the way it's consumed—has undergone a major transformation. But there's one important thing that hasn't changed: teen girls' obsession with fresh-faced celebrities.
Now, Tiger Beat magazine is undergoing its own transformation in an effort to keep up with the times. Under the control of its new owners, the magazine has already made a number of big strategy shifts, the most immediately noticeable of which is its covers. Once recognizable for their cluttered collages of teen stars, Tiger Beat's latest covers—printed on heavier paper stock—feature solo celebrities, from stars like Taylor Swift to up-and-comers like Vine star Cameron Dallas. "We want to be relevant, and to be relevant, we have to break new people.”
The April/May issue, out at the end of this month, will debut an entirely new logo and design.
The magazine content, while still heavily celeb-focused, is also evolving. In addition to the pull-out posters and requisite Q&As with young stars, there's a growing amount of lifestyle content aimed at a savvier teen audience.
Tiger Beat has also been building its online presence, which just a couple of years ago was surprisingly underdeveloped for a brand aimed at a young audience. With celebrities now creating their own never-ending streams of digital content, editor Leesa Coble sees Tiger Beat's role as a social curator. "Everybody has their own brand, but what Tiger Beat brings to our readers is a strong editorial voice," she explained. "We can tell stories that maybe celebrities don't even think about telling themselves." Next week, the magazine will unveil an entirely redesigned website.
Unfortunately I don't think the new cover and design will be a hit. It’s such a huge opportunity in the market and I feel like they are going in the wrong direction. Their creative is not set. This cover is too pretty to sell. It’s just boring. The background stands out more than anything. No impact, no contrast. The lines don't make sense (do 15-16 year olds know/care what "polaroids" are?). Tigerbeat also just increased their cover price. At $6.00 (without being a unique product in the marketplace) I'm afraid it will fail.
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