Published 5 times per year, Vervegirl was found in over 1,100 high schools in 600 markets.
Starting in 2005, they began releasing special issues exclusively through Wal-Mart Canada.[2] Articles could also be found at its website, launched in June 2007, which serves as a social networking site for its readers. One article noted that sponsor Clinique had a "room" (group) in the site, but girls set up their own fan-run rooms for the same brand. The article noted how apprehensive brands were, to participate in a shift in the power dynamic between marketer and consumer.[3]
The Toronto-based magazine launched Vervegirl Toronto, a digest-sized, city-specific publication marketed to a previously-untapped teen audience in March 2006.[4] On March 5, 2007, the magazine announced a tour of eight Canadian high schools with Keshia Chanté, designed as a way to "connect with its readers using music" and provide "a platform for discussion on the importance of music programs in the high school curriculum."[5] At least once, in 2007, the magazine published a supplement called Vervegirl Cause: Empower your Mind, Body and Spirit.[6] They had a "Faces of Canada Model Search", to scout girls to pose in the magazine.[7] Then in 2011, they teamed with Winners to host a styling contest created by Ogilvy and featuring Danny Fernandes and Mia Martina. Through an app on Facebook, contestants dressed up celebrity avatars to win a chance to style the celebrity in real life.[8]
Those mentioned or featured in the magazine include Tyler Medeiros, Jaclyn Kenyon, Keshia Chanté, and Elise Estrada. Nina Dobrev and Lauren Collins of Degrassi: The Next Generation fame were featured in a special issue in 2007.[9] In September 2009, the magazine featured Tracy Spiridakos to promote tween comedy series Majority Rules for Canadian network Teletoon.[10]
Kaaren Whitney-Vernon was a president of Youth Culture Group.[3] Xania Khan[11] and Amanda Bloye were the editor at different points.[12]
Vervegirl magazine was sold to Family Communications Inc. as of March 2014. Youthculture Inc. (the previous publisher) continued on in the youth field creating "shift2" a digital agency working with brands on YouTube.
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