...are the target for many of the online activities the Hearst Magazines people are launching for a variety of Hearst properties like Seventeen magazine, Cosmo and Cosmo Girl. The sites are already creating excitement among this well targeted marketplace. Teen girls love having a trusted source they can turn to for advice on any number of topics that go beyond the predicable horoscope stuff to advice on dating, answers to questions about their bodies (subject of major importance among this demographic, I'm told) and the like. I'd say Hearst is performing a public service with these sites: information about things you really want to know and as easy as turning on your phone.
They're gonna have lots of fun with their purchase of eCrush, I'm sure.
Next I imagine they'll tackle other publication audience, with all sorts of information like, for example, decorating tips, complete with on-line paint chips with which you can walk into your paint store and get exactly what you want. I'm impressed that the conservative Hearst empire sees - and seized - the opportunity to capture impressive market share while doing something their readers will see as value added to their lives. And they'll spread the word in powerful word-of-mouth style.
Not your mother's Cosmo anymore, that's for sure.