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Cover Girls

Attach magnets to magazine. Await deluge of customers.

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This story appears in the October 2001 issue of Entrepreneur. Subscribe »

Sometimes you have to use in-your-face tactics when communicating with teens. That's what Becky Lerdal and May Swenson, founders of Maybe It's Time Inc., did when they had their word magnets (with messages like "Be carefree" and "Throw like a girl") and stationery attached to covers of Teen magazine's August 2000 issue.

"We've done a lot of giveaways inside magazines, but we've never had a promotion of this magnitude," says Lerdal. The idea came about after the partners sent out press releases with product samples to teen magazines early last year. After finding an accessories editor for Teen who liked their playful products, Lerdal, 46, and Swenson, 47, got the chance to meet with Teen's marketing director to discuss how a promotional partnership could benefit both businesses.

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