Wednesday, February 13, 2008

Hearst Digital Media Kicks Off Prom Season with Launch of MYPROMSTYLE.COM

Revamped Prom Site Unveils New Navigation, Tools, and
Social Networking Features

New York, NY ― Hearst Magazines Digital Media announced the launch of, an all-inclusive online destination for high school girls planning their most glamorous night ever. is the evolution of, which Hearst Digital first launched in January 2007. Similar to its predecessor, the newly enhanced site is a collaboration of the industry’s leading teen magazines — "CosmoGIRL!", "Seventeen" and "TEEN" — but with expanded editorial content and tools.

Unlike other prom sites, focuses on personalization. The new site enables girls to research and discover their own style with quizzes, articles, and flipbooks, helping them make confident prom choices. not only offers a wide selection of prom fashions and beauty tips but also includes new features to the site such as:

* Stronger site navigation: The revitalized homepage, designed with vibrant jewel-tone colors, leads users to explore four key style categories: glam, wild, classic & cute, and eclectic. When users scroll over the style names, the corresponding model shots rotate and link to dresses in the dress finder, which holds 1,500+ dresses.

* Themed flipbooks: Within the site’s fashion channel, users can explore fun flipbooks tailored to their style, such as “Greek Goddess,” “All That Glitters,” and “Boho Chic.” They can save their favorite items to their own prom planner.

* Integration with The site features an interface developed by Hearst’s in the "Flirty Fun" channel. It allows teen girls to find out if their crush likes them, so they can ask him to prom.

* Retail Store Finder: This feature helps users locate the largest selection of prom dresses at U.S. retail stores.

* Styleboards: The Styleboards will build on the functionality of last year’s polling feature, with added interactivity. Users can now drop and drag their favorite items from flipbooks and the dress finder onto the Styleboard, and then create a polling widget to post on MySpace, Facebook, or a blog.

* Blogs: Three young women from different U.S. regions will blog and post video about their prom experience, from the planning stages to the big night.

* Sweepstakes: has ramped up the Win channel for 2008. From January through March 31, users will be invited to enter numerous sweepstakes for free dresses, accessories, CDs, and electronics.

“With the three leading teen magazines and several teen-focused websites, Hearst is in a unique position to launch a comprehensive online prom-planning resource,” said Christopher Johnson, VP, content and business development, Hearst Magazines Digital Media. “With, we have pulled together the editorial expertise of "CosmoGIRL!", "Seventeen" and "TEEN" and added original content and digital tools to make planning the big event as easy as possible for teenage girls.” is a comprehensive online prom-planning resource for teen girls created by Hearst Magazines, publisher of "CosmoGIRL!", "Seventeen", "TEEN" and their respective annual prom magazines. The site features a dress finder with more than 1,500 selections, themed flipbooks, personalized polls, quizzes, blogs and editorial content that will help any high school girl plan this important event in her life. is part of the Hearst Teen Network, which includes,,,,, and and is one of the top 10 ranked entertainment news websites, according to ComScore Media Metrix.

Launched in March 2006, Hearst Magazines Digital Media, a unit of Hearst Magazines, is dedicated to creating and implementing the digital online and mobile strategy for Hearst’s magazine brands and other sites which serve the company’s consumers and audience. The unit has launched or re-launched 18 web sites and nine mobile sites for brands such as "Cosmopolitan", "Esquire", "Good Housekeeping", "Marie Claire" and "Seventeen", as well as non-magazine brand sites such as, and During this time, Hearst Digital has also acquired the eCrush Network (,, and to round out its growing portfolio of interests for teens and women.

Contact: Andrew Palladino, 212.843-8482,
Contact: Jessica Kleiman, 212.649-2545,

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