Finding itself increasingly challenged on all sides by a burgeoning teen-magazine market, YM is fighting back with a February relaunch and a new print campaign that breaks today from Zic cardi & Partners.
"We think by elevating the product, we will be in a strong position to take the leadership role in our market," said Laura McEwen, publisher of the girls' magazine.
The relaunched pub is organized like a sourcebook, with five distinct sections labeled, "Beauty," "Boys," "Stars," "Style" and "Diary."
New York-based Ziccardi's new trade ads feature shots of model and actress Paz in various poses, and introduce the tagline, "In a world gone girl, YM is your magazine."
YM, which previously stood for "Young Miss" and "Young and Modern," will now mean "Your Magazine."
The ads will run in magazines such as Adweek, Women's Wear Daily and SRDS in order to show marketers "how important today's girl is and what an important role she plays in today's world," McEwen said.
A consumer extension of the $1 million campaign will break in the fall in school-distributed magazines.