NatMags' Project Celia to launch as Jellyfish

LONDON - NatMags will launch its digital magazine for teenage girls, developed under the name Project Celia, on 20 March with the name Jellyfish.

Based on the same page-turning technology as Dennis' digital men's magazine Monkey, developed by software firm Ceros, Jellyfish will be emailed to its target audience at 3pm every Tuesday.

Subscribers to the free magazine will receive a cover image with movable elements flagging up a range of content that will be edited until noon on the day of publication.

NatMags said it would pitch Jellyfish at 11- to 19-year-old girls, a slightly broader audience than CosmoGirl's readership. Jellyfish's content will be drawn from websites such as YouTube, MySpace, Bebo and NatMags' own Cosmogirl.co.uk, and will include celebrity gossip, funny videos, games, fashion and competitions.

A dummy version shown to agencies last week, featuring Nicole Ritchie and Paris Hilton on the cover, hosted 360-degree views of fashion items, a YouTube clip of a panda sneezing and links to items on Cosmogirl.co.uk and MySpace. NatMags is producing a second dummy this week.

Celia Duncan, the former editor of CosmoGirl! who has led the development of Jellyfish, said the magazine will be entertainment-led, primarily targeting advertisers in the sector with picture and video-led material.

Jellyfish will feature little original content, as it will be primarily a digest of other web content.
Duncan, said: "Teenagers can't be bothered to spend hours to find the best stuff and want a well-designed package, delivered in a vernacular they understand."

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