Include Young Consumers in Ad Plans

An article published in the Feb. 12 issue of Advertising Age, "Marketing to Kids & Tweens," described what many of us with children learned years ago – children and teenagers drive billions of dollars in consumer spending each year from breakfast cereal to family vacation spots.

There were 39.8 million children in the U.S. ages 5 to 14 in 1999. They spent $33.9 billion annually, according to MarketResearch.com/Packaged Facts, a consumer research company.

You may assume advertisers and marketers only reach these young consumers through radio and television. But a study by Belden Associates for the Newspaper Association of America (NAA) proves differently. The Teen$eek Project found that some local newspapers are sitting on a gold mine for increasing revenue geared toward their teen readers.

According to the study:

· Two-thirds of U.S. teens read their local daily newspaper over five weekdays, and seven out of 10 teens read their local Sunday newspaper.

· Readership of the daily newspaper increases with 16 to 18 year olds.

· Four out of 10 teens use coupons monthly, mostly for food and entertainment.

· Clothing is at the top of teens’ shopping lists, with 80% plus of their monthly spending going towards clothing.

· Teens rent on average of five videos a month and see almost three movies.

· An advertiser using a consistent marketing program incorporating local newspapers is a must to reaching these young but powerful consumers.

You can read more about this study in an article published in the Nov. 2000 edition of IDEA Magazine or request information on-line by e-mailing S.W. Papert of Belden Associates at info@beldenmai.com.