Hundreds of teenagers have entered the newly revived YOU Magazine Miss Teen competition, says editor Izelle Venter. It was first launched in 1989, put into mothballs for a period, and has now been resurrected.
“We decided to reintroduce it again as our teen market has grown substantially over the past few years,” says Venter. “The concept is the same as it was a winning formula.”
It’s not all about beauty, says Venter, although the winner does have to be good-looking. “This isn’t a beauty competition and we want our winner to be an all rounder. Yes she must be attractive but personality and a community spirit are very important. We want someone who is a role model to other young readers,” Venter says.
The winner will be expected to be a brand ambassador for YOU, and attend social functions on behalf of the magazine, contribute to the magazine’s teen pages, model for beauty and fashion shoots, and take part in YOU’s social responsibility projects.
Venter says these duties won’t impact on the winner’s schoolwork. “No not at all. This won’t take up so much time that she can’t still study! It will build her confidence and make her proud of herself having beaten so many other very good entries to win the title.”
The initiative is driven by YOU, not by sponsors, so isn’t about making big bucks out of advertising. That’s not to say it won’t help drive the bottom line. “Everything drives the bottom line. The competition is just a part of the entire package we offer our readers,” says Venter.
An editorial judging panel will select the winner, who will receive a scooter, a new wardrobe and lingerie.