Conde Nast's Tatler Launches Teen Supplement

Teen_Tatler_SupplementIn another example of new editor Kate Reardon's appetite for innovation, Tatler has launched a 60 page Teen Tatler supplement with its September edition, published on 2nd August.Rather than start with a blank sheet of paper, it's clear from the content of the supplement that the editorial team have taken Tatler's traditional content and 'teen-ised' it.There's the expected collection of insight pieces ('Close Up With Lily Cole'), recommended places to be seen ('I'll BBM You, Yeah?') and fashion and beauty tips as well as a 'Bystander' section with a collection of pictures from the hottest society parties, but with the content and language crafted very specifically for the 'society teen' rather than their parents.There's an impressive roll-call of launch advertisers too, including sponsors Pandora as well as Cartier, Chanel, Mulberry, Harrods, Ugg, Lancome and Marc Jacobs.The rationale behind the launch is to address more overtly a market that already reads Tatler to a degree - the daughters who borrow their society mother's copy. It's a sound strategy for broadening the readership and decreasing the median age too - not only will teens not have to wait for their mothers to finish their copies (for this month at least) but they'll also have something of their own that can drive word of mouth in their specific demographic and can be shared amongst their social circle.Could 'Teen Tatler' become a standalone title in its own right? There's certainly a precedent for it in the US where the teen titles market is much more developed than in the UK, as the success of Vogue Teen attests.  And editorial slant certainly proves that the Tatler team have a strong sense of their teen market, clearly differentiated as it is from more celebrity-driven mass market titles that are read by teens such as more! and Company.However, teen titles have not been thriving of late - Mizz, Sugar, Bliss, 19, Just 17, Jackie and Shout have all gone by the wayside - with teens attracted by the immediacy gratification of the internet more than other demographic groups because they grew up with it.And there's a key question around the size of this market and whether it can sustain a standalone title. The circulation will have to be significant enough to convince advertisers that this is a market worth specifically addressing long term, diverting resources from other proven channels. Even if the 'society teen' market is large enough in itself, can a magazine give them something they can't get online?Only time will tell if 'Teen Tatler' can graduate from annual supplement to standalone title. However, it's a clear example that innovation and experimentation in the world of publishing is not limited to digital alone.