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Cover Girls

Attach magnets to magazine. Await deluge of customers.

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

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

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

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