Remember sitting around the conference table, listening to the rationale for not targeting teens? The conventional wisdom was, "They'll find radio when they're in their 20's. We just can't afford to target them because we can't sell them."
Speaking at a cable television convention, Alan Wurtzel, NBC Universal's President of Research & Media Development, spoke about how tomorrow's media consumer will differ from today's. His point was the Gen Y (15-28 year-olds) are the emerging majority. And their interest in new technology is especially strong. Wurtzel pointed out that the print business has major issues with these consumers, and they rank newspapers at very low "can't live without" percentage. We saw this up close and personal in our "Bedroom Project" interviews, conducted among 18-28 year-olds in both L.A. and Columbus.
As Wurtzel pointed out, "The kind of media you grew up with determines what kind of consumer you are." As we watch the newspaper industry's circulation numbers melt (not so) gradually away, like the polar ice cap, chew on that thought for a while.
You can see both "Bedroom Project" presentations at the NAB/R&R Conventions in Charlotte this September. Conceived by Arbitron and conducted by Jacobs Media, "The Bedroom Project" is an ethnography study about media, technology, and survey research. The presentations are Wednesday afternoon at 3:45 at the NAB; Thursday afternoon at Jacobs Summit 12.