Yesterday I was helping judge the submissions of a number of people studying for their Masters in magazines and media. One of them was an idea for a magazine aimed at teenage boys between the ages of 10 and 14. Today I read that the American magazine Jane was closing . In the last eighteen months we've seen the death of Smash Hits, Elle Girl, Cosmo Girl and others. In each case there's a lot of talk about titles no longer having their original spirit.
The truth is that the one thing that all the products that teenagers favour have one thing in common. They're not aimed at teenagers.