Natmags has launched the test phase of “Project Celia”, its weekly digital magazine for teenage girls.
The magazine, Jellyfish, is part of a “three-pronged strategy” which encompasses CosmoGirl!
the print magazine and CosmoGirl! online.
CosmoGirl! online offers teenage girls social networking, with blogging and chatrooms, while Jellyfish is a magazine delivered by email once a week, offering the “best of the web every week” with showbiz and celebrity gossip. The print magazine will be the more “intimate” side of the strategy, where “young girls turn for advice”.
A spokesperson for Natmags said: “We’re filtering a lot of the great clips and content on YouTube, Myspace and so on and presenting it in an editorial way to the girls via Jellyfish.”
The initial test phase will last 14 weeks, with Natmags working on improving content week by week through reader feedback, with hope of a full launch after this period.
The soft launch comes in the same week digital men’s magazine Monkey secured its first fashion ad deal – less than six months after its launch in November 2006. The campaign for Ben Sherman will see a specially adapted video stream showcasing the new men’s collection from the clothing company.
Monkey’s debut ABCe was 209,612. – boosting publisher Dennis’ claims that it was working on a new media platform.