“A wasted youth is better by far than a wise and productive old age.” When Meatloaf expounded this theory in the late 1970s, marketers in South Africa appeared pretty indifferent to whether he was right or wrong. In fact, historically, it would be fair to say that neither of the age groups referred to were high on their priority list. Until a couple of years ago one got the feeling that 90% of product briefs targeted fairly and squarely the 25 to 49 age group, almost in solus.
On the older side of the bracket, the desirability (or lack of it) remains for those who are perceived to be the spenders – which is astonishing. Over 50? Well, you are presumed to have everything already, be set in your ways, and impervious to advertising. There is no medium I can think of, outside of maybe Classic FM and PBS or community radio, that actively caters for this market. Then too there are incredibly few products that seek them out actively as purchasers. And, comparatively, far fewer ad campaigns featuring them as prime consumers.
But on the other end of the spectrum things are changing – and quickly. The younger consumer is being targeted left, right and centre. Entry-level cars, all cellphone companies, technology companies, CD & other retailers, deodorants, designer labels, fast food, and drinks of every kind are wooing the teen market. Suddenly we have become aware that this is the uncommitted generation. Those that have as yet not decided on their “set” of products, who are still happy to experiment, curious about new things, and early adopters and trendsetters.
Strange then that there is not exactly an excess of media chasing this market, isn’t it? A couple of radio stations, where there is no lack of availability, one or two DStv channels that carry a bit of advertising, and a few magazines, the best of which struggle to sell 30,000 copies.
But across mainstream media we all see the ads! So marketers and media people alike are taking the safe route and concentrating their spend on the broad, mass media products. And M-Net, SABC TV and e.tv are reaping the benefits. Then only do cinema, Yfm, 5fm, Seventeen and other youth orientated print vehicles start getting a look in.
The reason is simple – it’s resource. Resource to be in the face of the client and the agency continuously. To have something to show them. To be able to quantify not only the value of the market you’re reaching, but to inform on their likes, dislikes, purchasing habits, media habits, leisure activities, aspirations, values, product usage and lifestyle. Only then, with an informed and savvy client, can you expect calculated risk to be taken. Only when they can offer this will the narrowcast media come into their own, grow in ad volumes, and encourage new entrants into the marketplace.
So we’re faced with a self-fulfilling prophecy. We won’t gamble on media that delivers consumers in unknown quantities, with unknown lifestyles. And the catch-22 is that the youth media cannot provide the necessary information until they attract sufficient funds to pay for it.
Harry Herber is group managing director of The MediaShop