At the heart of the site is its namesake personality, Ruby, an animated precocious tween girl who encourages her friends to be creative and have fun. She is the representation of the target audience of tween girls who love to learn, enjoy making something with their hands, and have a desire to exercise some creative energy. “We have found that many young girls are starved for content that is produced especially for them, similar to items found in shelter magazines and do-it-yourslef web sites,” comments Make It Ruby co-founder Joie Gharrity. “The market is untapped and we found a way to provide a safe environment for these young girls and their moms, and still make advertisers and partners happy.”
Gharrity, a former creative executive for Disney-ABC Television Group’s Stage 9 Digital Media, partnered with long-time friend John Frazier for the venture. Frazier, an art director and stylist who has worked for companies like JC Penney, Land’s End, Kellwood, and others, is the creative director for Make It Ruby. “We wanted to create a wholesome magazine full of inspiring ideas for young girls that would cost little to nothing to produce,” states Frazier. “After working with clients like JC Penney and Kellwood, we have found ways to create thrifty ideas that empower these tweens during these uncertain economic times.”
With over $40 billion in purchasing power, the children of young Baby Boomers and Gen X-ers have considerable influence in today’s market and are receiving increased attention by various companies. Their tenacious tendencies result in high use of electronics and the Internet, providing advertisers with a unique opportunity to develop their brands with this target audience. At Make It Ruby, the online magazine is rich with content with plenty of opportunities for promotional partners.
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About Make It Ruby, LLC
Make It Ruby is a Los Angeles-based company created to produce quality, rich content for the ever-growing tween market through a safe and fun online experience. Its first online magazine, MakeItRuby.com focuses on fun how-to’s and do-it-yourself (DIY) projects with materials easily found at home, making for a very cost-conscience approach for families experiencing some hardships during this economic climate. The company includes a management team that represents over 60s years of expertise in creative content development, publishing, marketing, design, and entertainment.