Vervegirl

Vervegirl was a Canadian teen magazine published by Youth Culture, based in Toronto, for young women aged 13–24. The magazine engages young women through lifestyle, global causes, fashion, entertainment, career, health and beauty.

Vervegirl
CategoriesTeen magazine
Total circulation
(December 2011)		145,785[1]
Year founded2006
First issueMarch 2006
CompanyYouth Culture
CountryCanada
Based inToronto
LanguageEnglish
Websitewww.vervegirl.com
ISSN1714-5341

Background

Published 5 times per year, Vervegirl was found in over 1,100 high schools in 600 markets.

Starting in 2005, they began releasing special issues exclusively through Wal-Mart Canada.[2] Articles could also be found at its website, launched in June 2007, which serves as a social networking site for its readers. One article noted that sponsor Clinique had a "room" (group) in the site, but girls set up their own fan-run rooms for the same brand. The article noted how apprehensive brands were, to participate in a shift in the power dynamic between marketer and consumer.[3]

The Toronto-based magazine launched Vervegirl Toronto, a digest-sized, city-specific publication marketed to a previously-untapped teen audience in March 2006.[4] On March 5, 2007, the magazine announced a tour of eight Canadian high schools with Keshia Chanté, designed as a way to "connect with its readers using music" and provide "a platform for discussion on the importance of music programs in the high school curriculum."[5] At least once, in 2007, the magazine published a supplement called Vervegirl Cause: Empower your Mind, Body and Spirit.[6] They had a "Faces of Canada Model Search", to scout girls to pose in the magazine.[7] Then in 2011, they teamed with Winners to host a styling contest created by Ogilvy and featuring Danny Fernandes and Mia Martina. Through an app on Facebook, contestants dressed up celebrity avatars to win a chance to style the celebrity in real life.[8]

Those mentioned or featured in the magazine include Tyler Medeiros, Jaclyn Kenyon, Keshia Chanté, and Elise Estrada. Nina Dobrev and Lauren Collins of Degrassi: The Next Generation fame were featured in a special issue in 2007.[9] In September 2009, the magazine featured Tracy Spiridakos to promote tween comedy series Majority Rules for Canadian network Teletoon.[10]

Kaaren Whitney-Vernon was a president of Youth Culture Group.[3] Xania Khan[11] and Amanda Bloye were the editor at different points.[12]

Sale to Family Communications Inc. and creation of shift2

Vervegirl magazine was sold to Family Communications Inc. as of March 2014. Youthculture Inc. (the previous publisher) continued on in the youth field creating "shift2" a digital agency working with brands on YouTube.

References
  1. "eCirc for Consumer Magazines". Audit Bureau of Circulations. Retrieved 28 April 2012.
  2. Kohl, Jesse. "Vervegirl expands reach and ad opps." Media in Canada 8 August, 2008.
  3. Shaw, Hollie (15 September 2007). "Feminine buzz is a marketer's best friend" (Newspapers.com). National Post. Toronto ON. p. FW4. Retrieved 20 January 2021.
  4. "Vervegirl Toronto to launch in June." Media in Canada" 7 March 2006.
  5. "Rogers and Vervegirl magazine present high school tour with Canadian singing sensation Keshia Chanté." Canada Newswire 5 March 2007.
  6. Magnan, Michelle (2 April 2007). "Health briefs: New teen magazine addresses breast cancer" (Newspapers.com). Calgary Herald. Calgary AB. p. C11. Retrieved 20 January 2021.
  7. Cowan, Pamela (13 August 2007). "Regina: Would-be models are optimistic" (Newspapers.com). The Leader-Post. Regina SK. p. A4. Retrieved 20 January 2021.
  8. Behar, Rose. "Winners and Vervegirl dress the stars." Media in Canada 4 August 2011.
  9. Warner, Tyrone. "Behind the scenes with Degrassi girls' 'Vervegirl' cover shoot." Canada AM 30 July 2007.
  10. "Teletoon bows brand integration first." Media in Canada 28 August 2009.
  11. Stone, Laura (19 November 2009). "Why is Twilight a hit? Lovers can't have sex" (Newspapers.com). The Gazette. Montreal QC. Retrieved 20 January 2021.
  12. La Rose, Lauren (9 May 2015). "Promposals getting more elaborate" (Newspapers.com). The Windsor Star. Windsor ON. p. D4. Retrieved 20 January 2021.
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