''Vervegirl'' was a Canadian

teen magazine Teen magazines are magazines aimed at teenage readers. They usually consist of gossip, news, fashion tips and interviews and may include posters, stickers, small samples of cosmetics or other products and inserts. The teen magazine industry ...

published by

Youth Culture Youth culture refers to the societal norms of children, adolescents, and young adults. Specifically, it comprises the processes and symbolic systems that are shared by the youth and are distinct from those of adults in the community. An emphasi ...

, based in

Toronto Toronto ( ; or ) is the capital city of the Canadian province of Ontario. With a recorded population of 2,794,356 in 2021, it is the most populous city in Canada and the fourth most populous city in North America. The city is the anch ...

, for young women aged 13–24. The magazine engages young women through lifestyle, global causes, fashion, entertainment, career, health and beauty.

Background

Published 5 times per year, ''Vervegirl'' was found in over 1,100 high schools in 600 markets. Starting in 2005, they began releasing special issues exclusively through Wal-Mart Canada. Articles could also be found at its website, launched in June 2007, which serves as a social networking site for its readers. One article noted that sponsor ''

Clinique Clinique Laboratories, LLC () is an American manufacturer of skincare, cosmetics, toiletries and fragrances, usually sold in high-end department stores. It is a subsidiary of the Estée Lauder Companies. As of 2019, Clinique has over 22,000 cust ...

'' had a "room" (group) in the site, but girls set up their own fan-run rooms for the same brand. The article noted how apprehensive brands were, to participate in a shift in the power dynamic between marketer and consumer. The Toronto-based magazine launched ''Vervegirl Toronto'', a digest-sized, city-specific publication marketed to a previously-untapped teen audience in March 2006. On March 5, 2007, the magazine announced a tour of eight Canadian high schools with

Keshia Chanté Keshia Chanté Harper (born June 16, 1988) is a Canadian singer, television host, actress, songwriter and philanthropist. As a teenager, Chanté gained recognition with the release of her singles "Unpredictable", "Bad Boy" and "Does He Love Me" " ...

, designed as a way to "connect with its readers using music" and provide "a platform for discussion on the importance of music programs in the high school curriculum." At least once, in 2007, the magazine published a supplement called ''Vervegirl Cause: Empower your Mind, Body and Spirit''. They had a "Faces of Canada Model Search", to scout girls to pose in the magazine. Then in 2011, they teamed with

Winners Winners Merchants International L.P is a chain of off-price Canadian department stores owned by TJX Companies. It offers brand name clothing, footwear, bedding, furniture, fine jewelry, beauty products, and housewares. Products are at a 20-60 ...

to host a styling contest created by Ogilvy and featuring

Danny Fernandes Daniel "Danny" Fernandes (born September 16, 1985) is a Canadian singer and songwriter. He was signed to CP Records from 2008 until January 2014. Personal life Danny Fernandes is of Portuguese descent. He has a younger brother named Jonathan a ...

and

Mia Martina Martine Johnson, better known by her stage name Mia Martina, is a Canadian singer and songwriter. She is known for her hit singles "Stereo Love", "Burning", "Latin Moon" and " Beast". Martina has received Juno Awards nominations for "Stereo Love ...

. Through an app on

Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Mosk ...

, contestants dressed up celebrity avatars to win a chance to style the celebrity in real life. Those mentioned or featured in the magazine include

Tyler Medeiros Tyler Medeiros (born July 11, 1995) is a Canadian singer, songwriter, and dancer. Personal life Medeiros was born and grew up in Toronto, Ontario, to a Portuguese people, Portuguese father and an Italians, Italian mother. Tyler Medeiros attended ...

, Jaclyn Kenyon,

, and Elise Estrada.

Nina Dobrev Nikolina Kamenova Dobreva ( bg, Николина Каменова Добрева, ; born January 9, 1989), credited professionally as Nina Dobrev ( ), is a Canadian actress. She is best known for portraying Elena Gilbert and Katherine Pierce o ...

and

Lauren Collins Lauren Felice Collins (born August 29, 1986) is a Canadian actress, best known for portraying Paige Michalchuk on '' Degrassi: The Next Generation''. She has also had supporting roles in the films '' Take the Lead'' (2006) and ''Charlie Bartlett ...

of Degrassi: The Next Generation fame were featured in a special issue in 2007. In September 2009, the magazine featured

Tracy Spiridakos Tracy Spiridakos ( gr, Τρέισι Σπυριδάκος) is a Canadian actress. She starred as Becky Richards on the Teletoon children's comedy series '' Majority Rules!'' from 2009–2010. She then starred as Charlotte "Charlie" Matheson on t ...

to promote tween comedy series Majority Rules for Canadian network

Teletoon Teletoon (stylized as TELETOON) is a Canadian English-language specialty channel owned by Teletoon Canada, Inc., a subsidiary of Corus Entertainment. Its name is a portmanteau of "television" and "cartoon". The channel primarily broadcasts an ...

. Kaaren Whitney-Vernon was a president of Youth Culture Group. Xania Khan and Amanda Bloye were the editor at different points.

Sale to Family Communications Inc. and creation of shift2

''Vervegirl'' magazine was sold to Family Communications Inc. as of March 2014. Youthculture Inc. (the previous publisher) continued on in the youth field creating
shift2
a digital agency working with brands on YouTube.

References

{{Reflist

External links

www.Vervegirl.com
Youth magazines published in Canada Magazines established in 2006 Magazines published in Toronto 2006 establishments in Ontario