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What do you get when you take a teen-oriented book packager, implant a Silicon Alley–style “convergence media business model,” and throw in a few Hollywood film options? As Leslie Morgenstein, president of 17th Street Productions, puts it, “We’re becoming a multimedia company rather than a book packager,” and that fairly describes one production outfit’s quest to take book packaging to new frontiers. Last January, Morgenstein and partner Ann Brashares, who had bought out their partner Dan Weiss’s interest in 17th Street, in turn sold the company to Alloy, a web-focused marketing company that hosts a teen website — alloy.com — and mails 40 million catalogs per year. Alloy also owns CCS, a direct marketer of skateboarding gear. Now teamed up with 17th Street, the budding teen e-media conglomerate is making a gender-targeted play — Alloy’s the girl brand, CCS is the boy brand — to leverage book-based content into media properties for film, television, and the Internet.

To take one example, Fearless is a book series by teen mega-author Francine Pascal about a girl “born without the fear gene” — and positioned as a somewhat grittier version of Buffy the Vampire Slayer — which 17th Street and Simon & Schuster had in galley form when they took it to Alloy over a year ago. TV options had already been sold to Columbia TriStar, and the Alloy team jumped on board to design a “microsite” for an interactive component to the series, complete with a sort of pop-up feature that enables users to nose around in a simulation of the protagonist’s laptop computer. In a similar vein, the company has produced The Black Book: Diaries of a Teenage Stud, a property optioned for Hollywood by Storyline Entertainment and the Greenblatt Janollari Studio; a publishing deal is in place with HarperCollins.

The convergence comes in with Alloy’s capacity to market these properties via its six-million-name database and what it claims is a total reach of 10 million individuals per month. According to Morgenstein, viral marketing is essential for developing projects for Gen Y. “Alloy knows how to get the audience engaged and get them to market to their friends,” he says. “We get a thing living out there in the online world, and we say, hey, this is a book series.” 17th Street has also created AlloyBooks, a partnership with Penguin Putnam Books for Young Readers that launched with four titles last August. The idea is that the books gain from Alloy’s credibility with teens, and draw from what’s been billed as Alloy’s “focus group” for book ideas and even content scooped up from all those message boards. Then there’s television. A handful of options deals last season netted two TV pilots, one of which is based on the book Spy Girls, which 17th Street produced for Pocket. If the pilots spawn series, Alloy will promote the shows on the web and in catalogs.

As other packagers have found, though, dot-coms can be bruising partners. Alloy’s second-quarter losses mounted to $6.9 million, and its stock value has been drifting southward for a year. With a backlist including Pascal’s Sweet Valley High series (a veritable cottage industry of its own), Morgenstein knows a steady gig when he sees one. “We’ll always be developing for book publishing. We want to monetize our content,” he says, sounding like the MBA he is, “and the best way to do that is to be in business with the Random Houses and the Harpers.”

Calle 17 har til og indhold produceret udviklet række Popular in adolescence-egenskaber, herunder Roswell High, Real Teens: Diary of a junior ar, er Sweet Valley Francine Pascal (den Bedstead teen series sælgende historian i) og nuværende sælges Henderson Bedstead , Fearless. Roswell, som i øjeblikket luftning Pa WB Network, Sweet Valley High Begg og og er blevet Popular TV Seri nylig BLEVE bold Pascal optioned for television until Columbia TriStar behold.

With production and have the fundamental rights of its own properties such as Thoroughbreds and to extend the successful book series, Calle 17 has developed editing software to companies as diverse as Teen magazine and Hanna Andersson. 17th Street Books published by major publishers with which it has long-term relationship, including Simon & Schuster and Pocket Books, a division of Viacom, HarperCollins, a division of News Corporation, Scholastic, Inc., Random House, a division of Bertelsmann, and a summary of the players. Calle 17 has also formed strategic alliances with companies that have a high level of marketing programs to reach the broad demographic for teens, as Atlantic Records and Union Bay. The authors of the company and its partners understand the celebrity of Spike Lee, Patrick Ewing and the New York Times bestseller by Richard Paul Evans.

“Synergioita antanut Olemme hankinta innoissamme erittäin Tama, Kohta Jaller joka on Pitka Askel laajentaa tavoitetta aikavälin multimedia N-alustalle alloy,” kommentoi Matt Diamond, Alloy Online toimitusjohtaja yhteistyötä perustaja ja. “The best quality is Taman mahdollisuuksia kumppanuuden harjoittaa mahdollisuus kautta, jotka hyödyntävät ominaisuuksia vahvaa Generation Y Brandin ja eri seka laajentaa yritysten läsnäoloaan tiedotusvälineissä. Tällaiset liiketoimintamahdollisuuksia aloitteet Uusi ja uuden luovat liikennettä edesauttaa Web Alloy.com sivusto.”

Leslie Morgenstein, co-chairman of 17th Street Productions, said, “Alloy Online has clearly emerged as an important channel for the community and the teen credible. Joining forces allows us to provide marketing support and distribution of our unique properties present and future. Together, we launched the series Fearless and reached a wider audience through properties of the alloy of online and direct marketing. The traffic to the website through the alloy development dynamic and interactive content about the characters and the series Fearless. ”

Mr. Stein Morgen whose responsibilities include operations, finance and corporate development and business, and Ann Brashares, co-president and editor, retain their roles after the acquisition.

“Combining our respective strengths will provide alloy and 17th Street with a solid platform to market our content across a wide range of media, including television, movies, books and the Internet,” said Diamond.

About Alloy Online

Alloy Online is a leading Web site and direct marketing, providing community, content, commerce and entertainment to Generation Y, one of the fastest growing segments of the Internet population. His model of media convergence – combining its Web site (www.alloy.com), his ally online e-zine and its catalog, Alloy – has a range of more than 10 million people a month. Together, these components offer a unique blend of services through which teens can interact, exchange information, explore the content relevant and exciting and buy clothes, accessories, shoes, music, cosmetics and magazine subscriptions . For more information on Alloy Online, please visit our website (www.alloy.com) and click on “Investor Info” or call the investor information line at 877-ALLOY-IR .

Tietoja 17th Street Productions

17th Street Productions is a leading developer and producer of the properties of the media for teens. The company produces about 150 pounds a year, including the Sweet Valley series, Teens and Real Roswell Fearless: Diary of a third year. In addition to the editorial, design and production, and licensing its properties to television and cinema territories, and foreign software, 17 Market Street Productions and promote their properties in conjunction with today’s hottest Today is adolescence, such as Atlantic Records and Union Bay. Co-Presidents Leslie Morgenstein and Ann Brashares acquired 17th Street Productions and its parent company, Daniel Weiss Associates, Inc., Daniel Weiss, one of the initiators of the fiction series for teenagers with whom he had worked for ten years. Mr. Weiss will continue to serve as a consultant to 17 Street Productions.

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