ELLEgirl, The Global Fashion Source For Teens, Exclusively Teams Up With Alloy, The Nation's Leading Youth Marketer, to Reach Over 25 Million Teens

NEW YORK, Feb. 2 /PRNewswire-FirstCall/ -- Jack Kliger, president and CEO, Hachette Filipacchi Media U.S., and Matt Diamond, CEO, Alloy, Inc. (Nasdaq: ALOY) today announced that their companies have signed an agreement that will result in an exclusive strategic alliance which combines ELLEgirl, the global teen fashion magazine and web site, and Alloy's network of proprietary assets aimed at reaching the youth market. Through this relationship, Hachette and Alloy's 360 Youth marketing division will offer unique promotional opportunities to both advertisers and consumers.

Kliger commented, "Alloy's reach and 360 Youth's marketing expertise in the teen market is unparalleled. Since ELLEgirl's launch in 2001, the brand has carved out a new older teen niche, and with our nine international editions, we are the largest teen fashion beauty authority in the world. This alliance further underscores our long term commitment to the teen market."

Diamond said, "We are thrilled with the alliance. The combination of ELLEgirl's strong fashion content and our vast network of teen properties is unbeatable. Hachette U.S., part of the world's largest consumer magazine publisher, brings valuable resources including solid editorial credibility to our teen customers, and we are excited about the synergistic opportunities between our brands."

Consumer Marketing

Alloy's monthly fashion sources, the Alloy and Delia's catalogs, reach more teen girls than any other teen publication with a combined monthly circulation of 5.46 million and a total readership of over 16 million. With the February 2004 issue, ELLEgirl will increase its frequency from six to eight times a year and will increase its rate base to 500,000 from 400,000. 360 Youth's proprietary marketing programs include its in-school location media network reaching more than 18 million students throughout more than 11,000 middle schools and high schools nationwide as well as the nation's largest network of newspapers with a reach to over 17.5 million students across the country. Through customized programs utilizing a combination of these assets along with targeted e-mail campaigns, ELLEgirl will be able to draw on Alloy's broad reach and significant database of over 25 million young adults to deliver exclusive offers and vibrant promotional opportunities to generate subscriptions to the publication.

Advertising

ELLEgirl's fashion and beauty expertise reaches influential teens, and the magazine's year-end ad pages are up 86 percent over 2002. Alloy's reach to over 25 million teens and strong relationships with non-endemic advertisers offers comprehensive programs through the company's media and youth marketing division, 360 Youth.

Hachette and Alloy's 360 Youth will partner their corporate sales forces and marketing teams to offer specific cross-selling programs across the companies properties, allowing unique opportunities for advertisers looking to connect with the teen market. Each company lends the alliance extensive access to its core strengths. 360 Youth's assets, which include the Alloy and Delia's catalogs, web sites, in-school media properties, direct mail and e-mail campaigns, will be included in the collaborative advertising efforts.

Internet

Alloy's web design unit, AMP Designs, will assume production of ELLEgirl.com, working with ELLEgirl editors on creative and editorial content. The alliance will leverage advertising and promotional synergies across ELLEgirl.com, one of the top U.S. teen communities and online teen style and fashion authorities and Alloy.com and Delias.com, the leading teen web destinations with a combined reach of over 2 million visitors per month.

About Hachette

ELLEgirl is published by Hachette Filipacchi Media U.S. Inc., the New York-headquartered subsidiary of Hachette Filipacchi Midias S.A., a wholly owned subsidiary of Lagardere SCA.

Hachette reaches nearly 50 million readers in the U.S. through its 17 titles which also include American Photo, Boating, Car and Driver, Cycle World, ELLE, ELLE Decor, Flying, Home, Metropolitan Home, Mobile Entertainment, Popular Photography & Imaging, Premiere, Road & Track, Sound & Vision, Woman's Day and Woman's Day Special Interest Publications. In addition to the magazines, Hachette includes custom publishing, integrated marketing, database and market research, as well as Hachette Enterprises. The Hachette web site address is www.hfmus.com.

About Alloy

Alloy, Inc. is a media, direct marketing and marketing services company targeting Generation Y, a key demographic segment comprising the more than 60 million boys and girls in the United States between the ages of 10 and 24. Alloy's convergent media model uses a wide range of media assets to reach more than 25 million Generation Y consumers each month. Through Alloy's 360 Youth media and marketing services unit, marketers can connect with the Generation Y audience through a host of advertising and marketing programs incorporating Alloy's media and marketing assets such as direct mail catalogs, magazines, college and high school newspapers, Web sites, school-based media boards, college guides, and sponsored on- and off-campus events. Alloy generates revenue from its broad reach in the Generation Y community by providing marketers advertising and marketing services through 360 Youth and by selling apparel, accessories, footwear, room furnishings and action sports equipment directly to the youth market through catalogs, web sites and magazines. For further information regarding Alloy, please visit our web site at www.alloyinc.com .

SOURCE Hachette Filipacchi Media U.S.; Alloy, Inc. -0- 02/02/2004 /CONTACT: Anne Janas, +1-212-767 5810, or Jill S. Davison, +1-212-767-6062, both for Hachette Filipacchi Media U.S.; Jodi Smith, +1-212-329-8359, for Alloy, Inc./ /Web site: http://www.hfmus.com http://www.alloyinc.com / (ALOY) CO: Hachette Filipacchi Media U.S.; Alloy, Inc.