While TV companies plan a rival to YouTube, Conde Nast's CondeNet division is launching a social site in February, says the Wall Street Journal, comparing the new site (called Flip.com) to MySpace. But if Conde Nast wants to keep the teen girl demo that's abandoning Seventeen and Teen Vogue for the web, it needs a site that's more than an online version of a mag. Flip is that site: a social network in which teen girls can read editorial content and share homemade movies and "flipbooks". But to succeed, Flip has to handle several factors:
"The super-alpha girls who want to talk about Miu Miu [designer shoes] can do that," says Jamie Pallot, the editorial director of CondeNet. "And the nerdy ones can talk about," he pauses, looking to his colleagues for assistance. "What do the nerdy ones talk about?"
No worries, the nerdy ones are pretending to be boys on Digg.com.
Also in the teen mag industry: Powerhouse former Seventeen EIC Atoosa Rubenstein has started her own company; would-be successor Amy Goldwasser is instead shopping her own teen girl magazine concept including reader contributions and a website; in other news, there's still no teen mag for boys.