University of Mississippi

                                                         Tweens 

New titles prove print continues to connect with young audiences. The tween category of 

kids between the ages of 6 to 12 has gained publisher and advertiser notice as potentially 

lucrative since the millennium. In 2003, an estimated 30 million tweens existed nationwide, a 

group bigger in numbers than past tween segments.

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World Wrestling Entertainment launched 

WEE Kids

 in April 2008 as a way to build its 

tween fan base.  

“Research shows that the earlier the introduction to the brand, the more likely people are 

to stick with it,” said 

WWE

 publishing director Bob Lee “When we went to introduce the kids 

magazine, we spoke to some of our partners and the question wasn’t ‘Why?’ it was more like 

‘Why have you been waiting so long?’”  

The numbers are there with 2.6 million six to 14-year-olds watching the weekly 

television show. Initial circulation was 75,000 but WWE estimates 100,000 with a $3.95 cover 

price for the bimonthly. Content ranges from fitness and nutrition to geography and esteem 

building.  

“I feel as though the goal for launching a magazine in this climate is to try and break 

---

 

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even,” said Lee. “That was our goal but we were able to surpass it and we will make a profit on it 

in its first year.”

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