The best-selling Thai magazine for teenagers in the Northeast isn't produced by a professional or experienced group of editors, but by three high-school students.

The Glimmer magazine was founded last year by Lalilin Dejveerapanit, Arnut Thamwongsri and Kiriya Sombatsanongkhun, all students at the International School in Khon Kaen.

The teenage lifestyle and fashion monthly had its origins in a mock-up they created as part of a school project. But today, it's a full-fledged publication with a circulation of around 20,000 copies per month.

"It began from our interest in journalism and our fondness of fashion. We were keen to present something fresh in our magazine, highlighting fashions, trends and lifestyles," says Lalilin.

The capital for the first issue in August last year came from their parents, who, they say, were not overly concerned about whether the experiment would be a commercial success. The three budding journalists did almost all the work themselves - from deciding on the content and designing the pages to canvassing for advertisements and distributing as well as marketing the magazine.

"We have to admit it was difficult. For instance, we were initially thrown out of a boutique that we were using as a location for fashion photographs. Not to mention the innumerable times we were turned down and shown the door while trying to sell advertising space in the magazine," says Lalilin.

The first issue had a print run of just 1,000 copies and the bill for that was Bt80,000. The overall cost of bringing out the maiden issue was more than Bt100,000 and each copy had a cover price of Bt60.

The proceeds from the August issue were not enough to recoup the investment.

However, the students, who had by then acquired some business acumen as well, weren't at all discouraged. They decided to make a trip to Bangkok to seek advice from a successful publishing house that knew the ins and outs of the industry.

Lalilin's mother, Pranee, says she was at first worried when her daughter and her friends decided to come to the capital.

"They didn't know where to go. All they knew was that they had to find some practical advice from a publishing house."

But given what followed, she adds, "I admired their determination."

The response of the publishers whom the Glimmer team met in Bangkok was encouraging. They were able to conclude a deal whereby the bigger company would act as their sales agent and find advertisers for them.

This took a load off the editorial team and the trio had more time to focus on improving the quality of Glimmer. The result was a slow but steady increase in circulation - to 2,000, 8,000 and 20,000 last month. The magazine is now available all over the country.

"At the start, there were just the three of us writing. But, now we have almost 30 columnists and advisers," says Kiriya.

Gilmmer's fashion and lifestyle sections, which concentrate on trends in the provinces, have captured the interest of its main target group - high school and university students.

Areerat Phomwat, 19, a student at Khon Kaen University and a regular Glimmer reader, says she is captivated by the features on fashion in the magazine. "They help keep me up to date and tell me what's trendy now."

Kiriya says that many clothing shops in Khon Kaen and adjacent provinces are now eager to buy advertising space in the magazine.

"It's so different from what it was at the start."

Somphot Sombat,

Chatrarat Kaewmorakot

The Nation

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One obstinate editor

What happens when the teen magazines on the market just aren't good enough for a high-school student who loves to read?

She produces her own.

"I love to read magazines," says Lalilin Dejveerapanit, "read and criticise - the model's makeup is really thick, that outfit doesn't fit'. The most annoying thing was that none of the fashions you saw in the magazines could be found in Khon Kaen - if I wanted them I'd have to go to Bangkok!"

So Lalilin, who's just finished high school and plans to attend Khon Kaen University, founded her own magazine, Glimmer, with plenty of available fashions and other lifestyle pointers.

She and two friends unveiled the first issue in August. The latest - No 7 - sold more than 70 per cent of its print run and, surprisingly, most of the copies were scooped up in Bangkok.

It wasn't easy getting Glimmer off the ground. Lalilin knew nothing about magazine production, but she had obstinacy on her side. She visited almost every printing house in her hometown and drove to Bangkok by herself to find more.

"They laughed at me," she says, chuckling at the memory. "They must have thought, 'This girl's gone mad!' Even my relatives told my mum not to let me squander money on this crazy idea. Fortunately, Mum understands me. She knows that when I start walking, I won't stop until I've reached my goal."

Lalilin is conscientious about every aspect of the magazine, choosing the models, writing columns and spending hours at the shopping malls interviewing trendy teenagers.

She designs the graphics, sells the ads, manages the editorial staff of almost 30 and copes with the inevitable glitches.

Ironically, having criticised other magazines, Lalilin came in for some abuse herself.

"A man once came up to me and threw the magazine in my face and shouted at me that it really sucked!"

She went home in tears, but by the next day she was resolved to move on. "I reminded myself I used to dislike some magazines too."

Lately the feedback has been warm and encouraging, and youngsters regularly apply for modelling jobs, while dress shops offer costumes and publishers offer discounts on printing.

Lalilin is asked what she's learned.

"I realise now how tiring it is earning money," she says, "so I've cut back on my spending!"

Lalilin has taken the magazine to heart to such an extent that she almost decided to skip university. She's now set to go, but at least she knows what career awaits her after graduation. - Chatrarat Kaewmorakot, The Nation