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Consumers tend to treat businesses the way they treat other people — holding them to certain standards and building relationships with ones they have faith in. They're expressive with their dollar and want to engage with companies that won't let them down Cleared Teena, so the blurb said, was “too tall, too plump, too shy” but found solace from her “favorite magazine for the tip-off on the clothes she wears, the food she eats, the lipstick she wields.” Because of this deep understanding of their audience (and their insecurities) Seventeen were able to write articles that spoke directly to their readership. Given that they’re still going strong, it clearly works for them!