Times Mirror takes X-treme 'Stance'

Kerwin, Ann Marie
November 1999
Advertising Age;11/8/1999, Vol. 70 Issue 46, p42
Trade Publication
This article reports on the introduction of TransWorld's Stance magazine from Times Mirror Magazines in the U.S. in November 1999. The general-interest title will cover all parts of the extreme sports culture--interests which typically appeal to boys age 14 to 21. The concept of Stance is to take the culture of male teenagers through vertical titles and create a spectrum that covers all sports. There are nearly 22 million teenage boys in the U.S., and in 1997 they were responsible for $91.5 billion in consumer spending. Stance takes its name from the term for how one stands on either a skateboard, surfboard or snowboard, but also is used to denote a teenager's take on which upcoming products or celebrities appeal to him.


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