• Kelly Schrum
Part of the Girls’ History and Culture book series (GHC)


By 1948, when Seventeen’s promotional director circulated this brochure, seen in figure 6.1, to thousands of manufacturers, marketers, and retailers, she confidently presented the magazine’s success in reaching teenage girls, conducting research about teenage girls, selling teenage girls to advertisers, and selling products to teenage girls. The teenage girl was “worth” almost $12 million because businesses were willing to invest that much into selling her their products. She was worth this to advertisers because she purchased the magazine and the products advertised in it, spending an estimated $2 billion annually on food, clothing, cosmetics, and entertainment.


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  1. 3.
    Seventeen magazine (September 1944): 33; Kelly Schrum, “‘Teena Means Business’: Teenage Girls’ Culture and Seventeen Magazine, 1944–1950” in Sherrie Inness, ed., Delinquent Daughters: Twentieth-Century American Girls Culture (New York: New York Univ. Press, July 1998), 134–163.Google Scholar
  2. 5.
    “Teenage Consumers,” Consumer Reports (March 1957): 139–42, reprinted in Eugene J. Kelley and William Lazer, Managerial Marketing: Perspectives and Viewpoints (Home-wood, IL: Richard D. Irwin, Inc., 1958), 97–102.Google Scholar

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© Kelly Schrum 2004

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  • Kelly Schrum

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