Alloy Online and Penguin Putnam Form AlloyBooks

Posted on March 1, 2000

Alloy Online Inc., an Internet destination for teens, has announced the creation of AlloyBooks, a partnership with Penguin Putnam Books for Young Readers to publish a teen book imprint. The initial plan is to publish twelve books focusing on relevant teen issues. The imprint will be marketed through both Penguin and Alloy's channels. The relationship was initiated and negotiated by Alloy's recently acquired division, 17th Street Productions, a producer and developer of media properties for teens.

``The Alloy book imprint represents an important step in Alloy's expansion into other media platforms and further strengthens our leadership in the Generation Y marketplace,'' commented Matt Diamond, co-founder and CEO of Alloy Online. ``We are excited to be able to produce quality content for teens and most importantly, give them a voice and new vehicle to share their thoughts and ideas.''

``Alloy's ability to provide us with real and fascinating material from teens is innovative for the publishing industry,'' said Doug Whiteman, president of the Penguin Putnam Books for Young Readers division. ``We are truly excited about this partnership, and have been impressed with Alloy and 17th Street's capabilities for providing design, content and marketing expertise for this key demographic, which has long eluded book publishers. We look forward to working with them, and together developing and distributing content for teens that is unique and meaningful.''

Tracy Tang, president and publisher of Penguin Putnam's Puffin Books will head the new Alloy Books imprint being launched this summer. The first four titles to be released simultaneously in August include subjects like poetry, dream analysis and beauty. The fall 2000 and spring 2001 lists will add a fiction series and nonfiction titles on topics such as teen sexuality and spirituality.

Much of the books' contents will be drawn from the daily submissions from teens to Alloy's website. Celebrity contributions and the works of well-known artists, musicians, authors and poets will be a hallmark of the program. For example, one of the launch titles, Slam, a poetry compilation, features original submissions by teens along with the poems of Sylvia Plath, T. S. Eliot, Walt Whitman, Maya Angelou, Saul Williams and Beau Sia, and an introduction by Tori Amos. Amos will be joined by other recording artists such as Missy Elliott, Jewel and Mary J. Blige, offering teens words of wisdom on the importance of self-expression and individuality.