Jerry Roache

ince 1944, Seventeen magazine has been speaking to young women about issues that they hold dear: fashion, school, beauty, health, dating. And since the early '90s, the magazine has been enticing these teen readers with a control package that gives them the chance to speak for themselves. When Jerry Roache, president of Shrewsbury, N.J.-based direct marketing agency Jerry Roache Direct, devised the package that would become the magazine's long-standing control some 12 years ago, he began with a simple concept: "You are going to get a teenager's opinion whether you want it or not," says Roache. "So we thought we would try to turn

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