Targeting Teens to Twenties

This article explores trends related to use of media on the part of young adults. Advertisers, in particular, are challenged to respond creatively and thoughtfully to the media savvy of 13-24 year-olds, which is well-documented and increasing. The rise of new technology, like the Internet and mobile phone, has made attracting the youth demographic more difficult. As some media personnel quoted in the article note, new approaches are needed in light of the fact that young people have strong opinions and are open to alternatives such as street, fringe, and niche media, including short message service (SMS). As one industry leader puts it, "What's crucial is breaking down 'youth' into the segment you're after, finding the appropriate media for that segment and then communicating your message via peer leaders and innovators they respect. And then you can push that through mainstream media."

Here are some specific trends detailed in the article:

• Magazines:
• 43.5% of 14-24 year-olds buy more than five magazines per month
• In 2002, the magazine Dolly fell 8.89% to 451,000 copies compared with the previous year, while Girlfriend (which is geared for 12- to 17-year-old girls) declined 14.83% to 356,000 and TV Hits fell 35.42% to 237,000. Cosmopolitan has the greatest reach of 14-24 year-old females, at 17.5% of the market, while Dolly reaches 10.8%.
• Industry observers note that the Internet has not impacted the popularity of these teenage and young adult titles. They attribute this phenomenon to the insecurity and confusion of the teenage years, which motivates readers to turn to magazines for reassurance, education, and information. However, there has been a subtle shift in the way magazines approach women: practical examples of how real people are dealing with difficult situations are featured more than angst-inducing headlines ("Are You Fat?"). Meanwhile, entertainment-style youth titles, such as Smash Hits, have suffered declines globally. In an attempt to halt the decline, Pacific Publications has merged TV Hits with former Terraplanet title Big Hit, which attracts mostly female readers aged 10-16 years. There are no titles that exclusively target 18-24 year-old men. The only dedicated magazines reaching 13-24 year-olds are motorbike magazines like Dirt Action and street press like Drum Media.
• Radio: Though youth magazines can't cash in on the popularity of music and celebrity bands, radio is attracting strong youth audiences. Listeners tend to like their radio to be hit-based, interactive, or niche, such as in the format of jams and urban R&B shows. Listeners, through requests for particular songs and feedback from research, drive a lot of the music content.
• Television: reality TV shows like Network Ten's "Big Brother" rely on a multi-media platform to appeal to the 16-39 age group. Shows and movies like "SkitHouse", "Everybody Loves Raymond", and "Neighbours" are also popular among this age group, perhaps because they tap into the mindset and imagination of this group. "Home and Away", which features Australian characters and story lines, is in its 16th year and has consistently attracted a loyal viewing audience from this age group.