'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.