Disney Introduces DYOU Pre-Teen Girls Magazine, Plans U.S. Rollout in 2011

Walt Disney Co., the world’s largest media company, introduced a new publication, DYOU, as it taps the magazine market for pre-teen girls worldwide.

The monthly is scheduled to go on sale in Italy tomorrow at 1.90 euros ($2.58) and to roll out in 30 countries including the U.S. in 2011, Carlotta Saltini, chief marketing officer of Walt Disney Co. Italia, said at a presentation in Milan today. DYOU, whose D stands for Disney, features pop singer Avril Lavigne on its first cover, as it expands beyond Disney’s stable of celebrities such as Miley Cyrus.

“DYOU will have an international reach, but it comes from Disney’s creative forge in Italy,” Saltini said. “It’s our first international magazine aimed at girls aged 10 to 13. It’s an ambitious project.”

Disney Publishing Worldwide is the largest publisher of children’s books and magazines globally, reaching more than 100 million readers a month in 75 countries, according to the company’s website. “Hannah Montana” and “High School Musical” are among its magazines for teens.

DYOU was created in Milan, one of the company’s centers for magazine development, Jeanne M. Mosure, Disney Publishing senior vice president, said in an interview after the presentation.

“Italy is an important market for us and was key to the initial launch of DYOU,” Mosure said. “Internationally, we look forward strategically to our 30-country rollout -- including the U.S. -- in 2011.”

Disney, based in Burbank, California, slipped 10 cents to $33.19 at 11:41 a.m. in New York Stock Exchange composite trading. The shares advanced 3.2 percent this year before today.

To contact the reporter on this story: Chiara Remondini in Milan at cremondini@bloomberg.net

To contact the editor responsible for this story: Vidya Root at vroot@bloomberg.net.

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