LOS ANGELES: YM has chosen Formula PR as AOR for both its editorial and publishing sides.
Formula is charged with raising the magazine's profile with audiences and advertisers, and helping position it as a style leader for its young demographic. That includes gaining coverage for the teen title's staff and articles in other media.
"It's up to us to basically take the cover stories and celebrities, and get coverage," explained Formula's Carla Marshall.
Along with publicizing content, Formula is responsible for handling special events and projects such as fashion shows.
The account will be handled by Stephen Millikin out of Formula's New York office, which opened last October as the lifestyle division of the San Diego-based boutique agency.