Ypulse Essentials: Disney Targets Tween Boys, Youth Radio, Dads And The PTA
Posted by meredith on 01-08-2009
Real World: Brooklyn (debuted last night and critics are expressing cautious optimism about the members of this season’s cast) (Ad Age, reg required)
- Tweens, teens and body image (a recent survey shows that most think they’re overweight and that their lives would dramatically improve if they were their ideal weight)
- Soulja Boy tells em (the young rap star shares the secrets to his success) (Las Vegas Sun)
- Disney turns to tween boys (with Disney XD, a new boy-focused brand that will include of a cable television channel, and a comprehensive Web site with games, music, videos and social networking. Also Mattel expands its digital efforts with more interactive programming and content online) (WSJ)
- Less reading, more playing (Ziff Davis shutters his gaming magazine and sells 1UP Network to Hearst. Meanwhile over in the UK video game sales have hit a record high. Oh, the irony) (Media Buyer Planner) (PSFK)
- Coming soon… (Hollywood markets movies to younger audiences by using more mobile and online engagement) (Variety)
- Truth in advertising? (scientists prove that the “Axe Effect” might have some basis in reality) (Ad Age, reg. required)
- Youth Radio (a youth media organization that teaches journalism, production, and tech to underprivileged young people. Also the Neiman Reports explore how new media calls for a new age of journalism) (Boing Boing) (Nieman Reports)
- Pessimistic about Pepsi (Brazen Careerist’s Ryan Healy has his doubts about Pepsi’s Optimism project. Plus a bold campaign in Germany to help girls suffering from bulimia) (The Brazen Careerist)
- A historic day for the PTA (for the first time in U.S. history a dad will serve as president of the national association) (New York Times, reg. required)
Correction: In yesterday’s Essentials I noted that at Est. Today girls could “design, create and sell their own clothes.” It should have read ‘buy’ rather than ‘sell.’
Categorized under: Ypulse Essentials
January 9th, 2009 at 1:20 pm
Disney and tween boys… will never happen. In the history of marketing Disney Channel did they ever specifically target tween girls? No, it was the end result of a product extension of the Disney Brand, princes & princess (who appeal to girls – not boys). To make a product with enough edge to appeal to boys with the ‘Disney’ name on it, your going to have to do things ‘Disney’ won’t do.