US: Merrill Lynch analyst gives advice on how to capture youth market
Lauren Rich Fine, a Merrill Lynch equity analyst and a member of Poynter’s National Advisory Board, recently gave a speech at the "New Habits of News Consumers" seminar outlining the new media habits of kids.
Kids are self-absorbed, she said, that’s why they do not seem to care about what is going on in the news or the world around them, but they are knowledgeable and learn fast.
She also said that because advertising is so keenly targeted towards youth groups and their interests, their definition of advertising is completely different than by their predecessors.
According to Fine, this is what we should know about kids and their media habits:
- Kids view advertising differently because it is so keenly targeted towards their interests, no longer seen as a nuisance
- Don’t chase kids, but to watch what they do
- They are not as naïve as you think
- It's all about video and music, especially online
Source: Poynter Online
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I concur with the insight that "because advertising is so keenly targeted towards (youth) groups and their interests, their definition of advertising is completely different than by their predecessors."
Substitute "linguistic and cultural" for "youth" and you have an equally poweful truism.
Would appreciate email contact with Lauren Rich Fine at Merril to explore further.