In a world that can feel overrun with digital content, print still holds its own and can, in fact, provide some much-needed relief from tech fatigue. This can be especially important for young people, which is where Tween Magazine shines like a beacon in the night. “As parents learn the negative effects of social media and devices, they are returning to more traditional media,” says Founding Editor and Creative Director Mary Flenner. “Tween Magazine offers girls a screen-free chance to engage, learn life skills, build confidence, and find inspiration.”
Tween girls are those in that “in between” stage of life, the preteen years where they are leaving childhood and entering adolescence. “We aim to fill the content void for young girls 8 to 12 who have outgrown children’s magazines but aren’t ready for the mature content in teen magazines,” explains Flenner.
And as many of us will agree with Flenner, “There is nothing like holding a magazine in your hands, filling in the crossword, and hanging pictures or inspirational quotes on your wall. A physical magazine is returned to and enjoyed many many times. There is no digital comparison. While girls have always loved magazines, the content hasn’t kept up with the rapidly changing culture. A fun, lifestyle magazine for this preteen age range didn’t exist, so I made the magazine that I knew girls deserved.”
Flenner maintains a quarterly publishing cycle backed by her 15+ years of experience in writing and marketing, including such titles as Director of Content Marketing, Senior Copywriter, and more, and supported by her bachelor’s degree in creative writing from Ohio University. Flenner is the main reader for all submissions, and she encourages, “We are open to ideas from writers who would like to contribute, especially students! We invite students to submit ideas for articles, listicles, and more.”
For readers, Tween Magazine is a blend of entertaining and educational. “It’s a lifestyle magazine with entertaining games, self-care articles, recommended products, and friendship advice,” shares Flenner, “but weaved throughout is age-appropriate advice on topics that affect girls in this vulnerable age group. Some examples in the first issue are: Your Guide to Anxiety, How to Be a Good Friend, Texting Etiquette, Ask Anything… (a Q&A managed by Colleen Larned, Board Certified Behavior Analyst), Real Girls Who Rock, which highlights everyday girls achieving great things, career inspiration, women in interesting and powerful roles, diverse leaders, activities to build confidence, independence, and life skills, like recipes, self-care, friendship advice. Tween Magazine is all about girls supporting girls and lifting each other up. ‘It has important info and fun stuff, you nailed it!’ as one mom said to me.”
In starting a print publication, Flenner reflects on some lessons learned, “I have really learned to trust my instincts. In past roles at marketing agencies, I collaborated with designers but had a creative director to ultimately make the final choice. As a freelancer for the last seven years, I had to become more assertive and decisive. I had a specific vision for the magazine, and I learned to trust my instincts and what I think is right. The idea for the magazine is also based on me trusting that I know there are thousands of moms like me who would love a magazine like this for her daughter.
“I’ve also had to tell myself that ‘Done is better than perfect.’ Or said another way, ‘Perfection is the enemy of progress.’ I said it out loud many times to my daughters, who have been part of the process from the conception of the idea to holding the first issue in their hands, and now I often hear them repeat it. I know I can be a bit of a perfectionist, so I had to let some of that go and remind myself that ‘done is better than perfect.’”
While Flenner might have a more discerning eye for her publication’s imperfections, the feedback she has received has been overwhelmingly appreciative, “People have told me, ‘This is so needed!’ And that is exactly how I felt, so it makes me happy to hear. One parent said, ‘It was exactly what I pictured it would be. It’s exactly what girls need right now.’ I am really passionate about changing the content that’s offered to girls, and so it is fulfilling to hear all the positive feedback.
“Many people have also called the magazine ‘Beautiful,’ which was nice to hear. I had a specific aesthetic in mind when developing the look and feel – sort of a fun, bright, retro 1970’s vibe. It’s definitely not stereotypically ‘girly.’ It’s great that people noticed and appreciate it.”
Flenner hopes to increase to six issues per year and form partnerships with retailers to carry Tween Magazine in store, ushering in the new word on the street: “Every girl needs a copy of Tween Magazine!”
Tween Magazine is available for single issue purchase or yearly subscription. For more information, click here.
