Eight Ways to Break Into the Teen Market

Contests go over well with this age group. So do polls, quizzes and giveaways, says Marisa Sandora, editor in chief of teen magazines QuizFest and ASTROgirl. "They are looking for added value."

Short and sweet: It's true: they don't have a very long attention span. Hence, get to the point with lots of color and a funky design. QuizFest and ASTROgirl are filled with pull quotes, captions, sidebars and big headlines. "You have to have lots of entry points," says Sandora.

The popularity of texting has also changed the way teens speak, so deploy those "LOLs" and "OMGs" in a way that isn't condescending.

Placement is key: Teens want to be cool. For some companies, that may mean getting snapped next to a teen idol. Members Only, the iconic 1980s clothing company, is once again hip in part because designer and creative director Kelli Delaney was strategic in placing the garments on celebrities like Zac Efron, Miley Cyrus, and Taylor Swift. "When Miley wears our $700 bomber, we see a spike in retail," says Delaney.

She also cultivates relationships with the bloggers who teens turn to for gossip and information and the right stores. "If it's the wrong message, they can turn on you on a dime," warns Delaney. "The boutique stores like Intermix and Scoop are what drive the teen retail scene. Of course, they will go to national department stores, but that's for hanging with their girlfriends. When they go to boutiques, it's like their own personal stylist, and it gives them the look and image of their favorite stars."