Emap Elan is reinventing Just 17, its struggling weekly magazine
for teenage girls, as a glossy monthly title.
The magazine, which takes the name J-17 as part of its image revamp,
will be relaunched next week with a new campaign through Rainey Kelly
The new title aims to ’outgloss’ competitors such as Attic Futura’s
Sugar in the young women’s sector. Emap is aiming for a circulation of
200,000 for the new title.
In its old guise, Just 17 suffered a 30 per cent circulation decline
between July and December 1995 and the same six-month period in 1996,
when it sold an average of 130,000 copies, according to the Audit Bureau
of Circulations. By contrast, Sugar sold an average 457,000, up 44 per
cent year on year.
J-17 will be aimed at 14- to 17-year-old girls and will appear in its
monthly format on 2 April. Its monthly cover price rises to pounds 1.85
from the weekly price of 85p. Emap Elan’s publishing director, Louise
Matthews, said: ’This is about giving readers what they want. Just 17
was too disposable in a market driven by gloss and glamour.’
Rainey Kelly’s 30-second commercial, which breaks on 1 April, seeks to
communicate the fact that J-17 has undergone a dramatic transformation,
while still embodying the traditional values of the magazine.
The scene opens on a young girl lying on her bed in a glamorous, purple
bedroom. She is wearing glasses and reading a copy of the old-style Just
Suddenly she looks up at a skylight in the ceiling where a bright star
has appeared. The room gradually fills with light as the astonished girl
The scene cuts to a futuristic setting, with the girl lying on a table
surrounded by a host of alien creatures. The voiceover says: ’Just 17
has undergone an unbelievable transformation - more glamour, more gloss,
more gossip ...’
The film cuts back to the girl’s bedroom where she has been
The glasses have gone and her clothes are more glamorous. The girl is
now reading the new-look magazine - and is holding it with two pairs of
The voiceover concludes: ’... which makes J-17 even more of a
The commercial was written by Richard Beesening and art directed by Andy
Blood, the team responsible for the Virgin Airlines ’Grim Reaper’
It was directed by Paul Gay at Outsider.