IQ News: Lots of Moxie: mXg Plans Web, Print Relaunch

Interactive teen media property mXg (formerly known as moXiegirl), Manhattan Beach, Calif., plans a dual media relaunch. As it unveils a revamped entertainment/e-commerce site, located at www.mxgonline.com, it will also launch a new quarterly print version, which company officials call a “catazine,” that is expected to hit newsstands March 2.
The Aussie pop star Natalie Imbruglia is featured on the cover and also graces the print campaign on New York City telephone kiosks that runs through this month. Designed as a hybrid between a traditional magazine and mail order catalog, mXg hopes to leverage its mXg brand between the Web and print mediums.
“We conceived mXg as a dual media property,” said publisher and president Hunter Heaney. “We think mXg combines the value of its editorial content with the interactivity of shopping out of the book and on the Web site.”
Targeted at young women, ages 12 to 24, the publication features celebrity interviews along with editorial fashion spreads that work as direct-marketing come-ons, allowing the mXg audience to purchase featured items via mail, phone order or Web site.
Its editorial staff is comprised of teen magazine industry experts and teen girls, ranging in age from 14 to 17, who answer e-mail and supply copy for the print articles.
Since the publication’s debut in the fall of 1996, the print run has grown from a 20,000 issue test to its current circulation of 500,000.
“We brought together two very disparate businesses,” said vice president and COO Stuart MacFarlane of the publication’s hybrid editorial/sales focus.
Heaney said for now the company would retain its focus on the teen girl market. “We’re very pro-girl,” said Heaney, “but not anti-boy.”