TEENS ARE ALL ALIKE: From Argentina to Turkey, it seems teens across the globe are concerned with beauty, dating and fashion, according to the topics discussed at the Seventeen International Summit last week at Hearst's New York headquarters. But how that information is packaged varies, especially when it comes to covers. Hearst gathered the editors of Seventeen's 13 international editions to discuss challenges and trends at their titles. Editors said that, for the most part, American or British celebrities work best on their covers. There were a few exceptions — Seventeen India features mostly Bollywood stars, and Seventeen Turkey was launched in June with international celebrities, but now sells more copies with local faces. Seventeen Indonesia is increasing its prom coverage, since the American tradition is growing in popularity there, and the Thailand edition recently published its first graduation issue — graduation there involves prom-like fancy hair, makeup and dresses. The meeting was the first time Seventeen editor in chief Ann Shoket met her counterparts from abroad since she took the top job in January. Will the roster of international spin-offs expand? A Seventeen spokeswoman said, "Asia and Russia are possible areas of interest for us in the future." — Stephanie D. Smith
May 9, 2007
Memo Pad: Angelina's New Act... Camilla Akrans... Remembering Leo...
Like her paramour, Brad Pitt, Angelina Jolie is quietly cashing in on her image in Asia, where she will soon appear in ads for Shiseido.
TEENS ARE ALL ALIKE: From Argentina to Turkey, it seems teens across the globe are concerned with beauty, dating and fashion, according to the topics discussed at the Seventeen International Summit last week at Hearst's New York headquarters. But how that information is packaged varies, especially when it comes to covers. Hearst gathered the editors of Seventeen's 13 international editions to discuss challenges and trends at their titles. Editors said that, for the most part, American or British celebrities work best on their covers. There were a few exceptions — Seventeen India features mostly Bollywood stars, and Seventeen Turkey was launched in June with international celebrities, but now sells more copies with local faces. Seventeen Indonesia is increasing its prom coverage, since the American tradition is growing in popularity there, and the Thailand edition recently published its first graduation issue — graduation there involves prom-like fancy hair, makeup and dresses. The meeting was the first time Seventeen editor in chief Ann Shoket met her counterparts from abroad since she took the top job in January. Will the roster of international spin-offs expand? A Seventeen spokeswoman said, "Asia and Russia are possible areas of interest for us in the future." — Stephanie D. Smith
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