Iowa Paper Targets Teen Market With ‘Your Mom’

By: E&P Staff

The Quad-City Times in Davenport, Iowa, announced the launch of an “irreverent and snarky” weekly publication aimed at teens. Called Your Mom, the online version made its debut this past weekend. The print publication will launch in September.

“The future of this newspaper lies in attracting youthful Quad-Citians to begin a newspaper reading habit early,” said Michael Phelps, publisher of the Times (Click for QuikCap), in a statement. “Since nearly two-thirds of those between the ages of 18 and 24 say they read our newspaper sometime during the week, we’ve got a good start. But we need to do way better … Your Mom is for those just younger that that group.”

To do that, Lee Enterprises, which owns the Times, contacted graduate students in the Media Management Project class at Northwestern University’s Medill School of Journalism to help with the process of creating a project for teens.

Hillary Rhodes, who just received her master’s degree signed on as editor. “It’s a weird name, but that’s the beauty of it,” said Rhodes in a statement. “The name conjures up memories of jokes we don’t like to admit we find funny, but Northwestern University’s Media Management Center also reports that today’s teens are very close with their parents, so the name works on two levels.”

The paper plans to cover news, arts and entertainment, and reviews. The first story out of the gate, at least online: “Local Hooters Girl bares all.”

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