This paper aims to establish and identify the linguistic devices through which the niche printed media specifically targeting a young female local audience identify, shape and construct their addressee by acknowledging their subcultural ideology. Our intention is to trace the measure of congruency between the two types of discourse: of the encoder and of the decoder. Such instantiations as were found at the level of text functions, discourse patterns and strategies, rhetorical and linguistic items testify to our conclusion that the niche printed media – specifically teen-oriented music and lifestyle magazines – gratify a local community of young female consumers by programmatically encoding their cultural products in a language of solidarity with their audience.