DeLiA*s and Scholastic to Create Web-Inspired Book for Teens

Posted on July 20, 1998

dELiA*s Inc. and Scholastic Inc. announced that they have reached an agreement for Scholastic to publish a new book for teenage girls based upon editorial content drawn from and inspired by dELiA*s gURL.com website. Scholastic expects the book, tentatively titled Deal With It: A whole new approach to your body, brain and life as a teenage gURL, to be published in the Fall of 1999.

Stephen Kahn, President and Chief Executive Officer of dELiA*s Inc. stated, "We are excited to be entering into this agreement with a long- standing and highly respected organization. The Scholastic name is known for both its integrity and popularity among its young readers. This deal is a great example of the brand strength of the gURL.com property and its development within the dELiA*s portfolio of Generation Y brands. This deal also highlights the growing popularity of the Web as an effective medium for communicating with teens."

Added Esther Drill, Co-founder and Executive Editor of gURL.com, "We want to give girls the information they both want and need in the fun, frank and culturally-attuned format they have come to expect from both dELiA*s and gURL. We plan to take what has become a pre-eminent destination and on-line community for teen-age girls and translate it to the printed page."

Mr. Kahn noted that both the dELiA*s and gURL web sites are currently averaging in excess of 11 million page views per month. Additionally, volume on the sites has nearly doubled over the last month. He continued, "The tremendous increase in traffic to these sites supports our belief that we have the proven ability to communicate to, and entertain girls of this age group. In addition, we are experiencing robust web-related sales." dELiA*s believes its sites are becoming leading destinations for teens online.