'Seventeen' magazine puts youth matters in focus<\/p>\n
Rani Lukita, Contributor, Jakarta<\/p>\n
Are you an intelligent young woman nearing the end of your high
\nschool years, or just starting college life? Do you need advice
\nfor those pesky problems encountered by young people? Do you find
\nyour inquisitive nature often hindered by subjects considered
\ntaboo?<\/p>\n
If you answered, \"Yes!\" to any or all of the above, then
\nIndonesian Seventeen magazine says it is for you!<\/p>\n
After a three-year wait, Seventeen made its debut on local
\nnewsstands in November. Under license to media giant Femina
\nGroup, the debut issue included features on pop sensation
\nDestiny's Child, personal experiences of teenagers fighting drug
\naddiction and ways to be a trendy student.<\/p>\n
\"Seventeen's target market is girls between the ages of 16 and
\n22,\" says deputy chief editor Tenik Hartono. \"They usually have a
\nthirst for knowledge.\"<\/p>\n
A thirst which Seventeen attempts to quench, through its
\nnumerous informative articles and ones that are lighter in
\nnature. Seventeen wishes to produce \"independent young women\",
\nwho are \"quick, smart, creative and brave enough to express their
\nopinions\", Tenik said.<\/p>\n
Half the contents of the Rp 14,000 magazine are
\ninternationally based and provided by Seventeen's principal
\ncompany, located in New York (the U.S. edition, Tenik said, is a
\nconsistent recipient of awards for its treatment of teenage
\nsubjects and has been in business for 54 years).<\/p>\n
The flagship magazine informs Indonesian Seventeen about the
\nlatest entertainment and fashion trends in America for them to
\nadapt for use in local editions.<\/p>\n
The Indonesian editorial team works hard to produce the other
\nhalf of the magazine, consisting of local articles, Tenik said.
\nShe added they were always wracking their brains for creative
\nideas.<\/p>\n
\"I encourage the team to dig deeper than the surface, to
\nsocialize broadly and to obtain their ideas from anywhere and
\neverywhere,\" Tenik said.<\/p>\n
Tenik claims the magazine has had a relatively \"smooth\"
\nwelcome from Indonesian teenagers. Apart from occasional
\ncriticism about the lack of makeup tips and excessive
\nadvertising, which Tenik doesn't seem to mind, Seventeen has been
\nreceiving comments such as: \"Bravo Seventeen Indonesia!\" and
\n\"Seventeen is the best magazine.\"<\/p>\n
Tenik says she loves her job. Who wouldn't? To introduce a
\nrenowned magazine, adapt it to the liking of Indonesian
\nteenagers, and finally distribute it to thrilled readers. \"It's a
\ndelightful challenge!\" she remarks.<\/p>\n
However, some potential criticism for Seventeen could be that
\nit does stick to the tried-and-tested \"teen beat\" topics and
\nlacks originality, covering artists such as Britney Spears, who
\nhas been done a multitude of times before. Then again, if that's
\nwhat the market wants, then Seventeen is serving it.<\/p>",
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"sponsor": "Okusi Associates",
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