Straight From the Source's Mouth. Looking to make a pitch reporters can't resist? Give them direct access to your most loyal customers...or readers. Earlier this month,
Seventeen magazine scored ink outside its own pages when its PR staff organized a roundtable of teen readers to talk about sex. The event was orchestrated exclusively for
Newsweek, which subsequently excerpted the discussion in an article entitled, "The Naked Truth."
Fashions may change overnight at Seventeen, but the insights of its readers seem to have timeless appeal, and PR director Laura Brounstein leverages every opportunity to
position the magazine as an authority on teen life. On the day of the Columbine shootings last year, Seventeen polled its readers online to gauge their fears about returning to
school. Editor-in-chief Patrice Adcroft shared the results the next morning on "Good Morning America." (Brounstein, Seventeen, 212/407-9733)