J.C. Penney, the fourth largest retailer in the United States, said it will publish a magazine aimed at the teenage market. The magazine, tentatively entitled “Noise,” is scheduled to debut in July, and boast a circulation of 3.5 million. The premier issue will be 84 pages, with 65% of the space committed to editorial.
“We see this magazine as a vehicle to create a strong, personal relationship with a very important customer–teenagers,” Gale Duff-Bloom, president of J.C. Penney Marketing and Communications, said in a statement.
The magazine, which will be distributed for free in the company’s stores, will focus on the latest styles and trends of teenage beauty and fashion. There will be features on sports, music and matters of importance to teens, such as giveaways, discounts and prizes.
The magazine will be published by Redwood CMP, a newly formed joint venture between Redwood Publishing Ltd., a European publisher, and WSP Marketing, a sales and promotion agency. Redwood is a member of the AMV/BBDO group under the Omnicom umbrella.
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