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LEE HIRES KIDS TO REACH KIDS.

Just three weeks after announcing a youth-oriented weekly at its paper in Madison, Wis., Lee Enterprises Inc. said last week that it had launched a web site in its hometown of Davenport, Iowa, aimed at teenagers.

The product was developed for the Quad City Times by graduate students at the Media Management Center at Northwestern University in suburban Chicago. One of the students who helped sketch out the publication, Hilary Rhodes, was named editor of the new operation, which is called Your Mom.

The web site is operational now and Lee said that a companion free weekly paper would start up in September.

The company described Your Mom as "irreverent and snarky," and both the web site and printed paper will include news, reviews, features, opinions, photos, polls and advertising.

"The future of this newspaper lies in attracting youthful Quad-Citians to begin a newspaper reading habit early," said Michael Phelps, publisher of the Times. "Since nearly two-thirds of those between the ages of 18 and 24 say they read our newspaper sometime during the week, we've got a good start. But we need to do way better."

The Northwestern students admit that Your Mom is "a weird name," but that the phrase "your mom" isn't "lame and overused like ... egeneration next,' and it doesn't include the word eteen,' which tends to turn teens off." Lee chief Mary Junck said that the target audience of Your Mom is younger than the Madison project. "What they have in common," she said, "is that they're new ways we're reaching out to more readers."
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Title Annotation:Lee Enterprises Inc. launches website
Publication:NewsInc
Article Type:Brief Article
Geographic Code:1USA
Date:Aug 2, 2004
Words:260
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