| Abstract: | This paper presents the authors' approach to understanding drivers of interest for teen e‐zines (Internet magazines). The paper shows how a deconstruction of the current set of e‐zines provides the raw material for a conjoint measurement study, whereby the elements are mixed and matched in order to create new test concepts. From reactions to those test concepts one can identify four newly emerging segments: the ‘indifferents’, the ‘adults in training’, the ‘media and me’ and the ‘talk and celebrate being a teen’. Deconstruction applied to the competitive frame provides both a deeper understanding of the e‐zine landscape and input for newer and better e‐zines that are targeted to specific mindsets. Copyright © 2003 Henry Stewart Publications. |
