Damez Media Inc., which launched a Web site for teenage girls last March (Damezmag.com), has dipped further into its $250,000 start-up capital to mail a print “catazine.”

A cross between a catalog and a magazine, the first issue of Damez was sent in a fall test to 100,000 13- to 25-year-old women. It pulled a 1% response and met the company's business plan. On tap are a 250,000-piece summer rollout, and back-to-school and holiday issues.

The firm found names for the mailing the way girls hear about new boyfriends — by asking friends.

Roughly 8,000 young women, many of them fans of Damezmag.com and its sister site Voxxy.com, distributed 45,000 postcards to school buddies and student unions, receiving a 10% discount on all products in the catazine. The postcards directed girls to sign up for the free book at Damezmag.com, or to mail in a request. “That's the power of teen girls,” said Kristi Kaylor, founder and CEO of Damez Media.

The cover of the 60-page premiere issue highlights “Sex and the City” star Kristin Davis, who “answers your questions about Sex and more.” Inside, Drew Barrymore discusses the Sept. 11 attacks.

Also included in the issue are fashion layouts featuring clothing, cosmetics, shoes and jewelry from 25 name brands. Readers can order online or via a toll-free number.

The products are procured on consignment, which gives Damez the right to return any merchandise not purchased, Kaylor continued.

Readers and Web site visitors are also sent e-mails, but “never more than two per month,” Kaylor said.

One recent promotion to 100,000 Damez customers was timed to coincide with the first catazine mailing. Debra McGuire, the head costume designer for the NBC sitcom “Friends,” recommended eight of her favorite products, all included in the issue.

Kaylor plans to conduct focus groups before the summer mailing to help fine-tune content and product offerings.

Damez, which generates revenue from both advertising and product sales, faces a tough ad market and a crowded field. It's up against popular teen magazines like Teen People, YU and Seventeen, and established catalogs like Delia's and Alloy.

“The debut is positioned to compete directly with teen-apparel catalogers like Alloy,” said Glenn Lalich of Paradysz Matera, which tracks and analyzes direct mail pieces. “But to establish its own identity, Damez borrows from hip magazines like Raygun and Paper, using edgier urban graphics and copy.”

Kaylor feels her product is a one of a kind. “I didn't want this to be just another teen magazine about cute boys and beauty tips,” she said.

Kaylor's first venture, Voxxy.com, launched in 1999 with Jennifer Aniston as its spokesperson. It carries a link to Damez, which has 142,000 customers. Both companies are based in Hermosa Beach, CA.

Asked how she started a Web site and a catazine on a shoestring budget, Kaylor answered, “I pulled in every favor I could.”