'Seventeen' magazine puts youth matters in focus

'Seventeen' magazine puts youth matters in focus

Rani Lukita, Contributor, Jakarta

Are you an intelligent young woman nearing the end of your high
school years, or just starting college life? Do you need advice
for those pesky problems encountered by young people? Do you find
your inquisitive nature often hindered by subjects considered
taboo?

If you answered, "Yes!" to any or all of the above, then
Indonesian Seventeen magazine says it is for you!

After a three-year wait, Seventeen made its debut on local
newsstands in November. Under license to media giant Femina
Group, the debut issue included features on pop sensation
Destiny's Child, personal experiences of teenagers fighting drug
addiction and ways to be a trendy student.

"Seventeen's target market is girls between the ages of 16 and
22," says deputy chief editor Tenik Hartono. "They usually have a
thirst for knowledge."

A thirst which Seventeen attempts to quench, through its
numerous informative articles and ones that are lighter in
nature. Seventeen wishes to produce "independent young women",
who are "quick, smart, creative and brave enough to express their
opinions", Tenik said.

Half the contents of the Rp 14,000 magazine are
internationally based and provided by Seventeen's principal
company, located in New York (the U.S. edition, Tenik said, is a
consistent recipient of awards for its treatment of teenage
subjects and has been in business for 54 years).

The flagship magazine informs Indonesian Seventeen about the
latest entertainment and fashion trends in America for them to
adapt for use in local editions.

The Indonesian editorial team works hard to produce the other
half of the magazine, consisting of local articles, Tenik said.
She added they were always wracking their brains for creative
ideas.

"I encourage the team to dig deeper than the surface, to
socialize broadly and to obtain their ideas from anywhere and
everywhere," Tenik said.

Tenik claims the magazine has had a relatively "smooth"
welcome from Indonesian teenagers. Apart from occasional
criticism about the lack of makeup tips and excessive
advertising, which Tenik doesn't seem to mind, Seventeen has been
receiving comments such as: "Bravo Seventeen Indonesia!" and
"Seventeen is the best magazine."

Tenik says she loves her job. Who wouldn't? To introduce a
renowned magazine, adapt it to the liking of Indonesian
teenagers, and finally distribute it to thrilled readers. "It's a
delightful challenge!" she remarks.

However, some potential criticism for Seventeen could be that
it does stick to the tried-and-tested "teen beat" topics and
lacks originality, covering artists such as Britney Spears, who
has been done a multitude of times before. Then again, if that's
what the market wants, then Seventeen is serving it.