Jeremy Pepper talks about reaching an elusive audience, that mysterious group of males in the 18-34 year old demographic.
Shunning mainstream media, this group is apparently hard to market to. How do you sell them anything if they are not reading your papers or watching your TV shows (on TV instead of downloading ad-free TV shows from the Net)?
While this may not be so in Singapore, I reckon that this generation of youth is already showing signs of shunning mainstream media, which does not bode well for a Government used to controlling mainstream media and using it to get their messages across.
If a young person is not watching your TV, listening to your radio, or reading your papers, how are they going to get their dose of warm and fuzzy national messages and rally speeches?
Maybe the Government can consider inserting ads in video games, releasing press releases in RSS feeds, and posting speeches on BitTorrent (disguised as pr0n and MP3 music).
Excerpt:
If you read the the advertising or marketing publications, there has been a recurring theme - that the 18-34 year old male has disappeared! AAAAAAH!
You can't reach them via television advertising, because they aren't watching TV. They don't really read newspapers, they get their news on the Internet, they play their video games at home while surfing porn on the Internet ... all the while, ignoring or missing out on the mainstream media's messages to buy this product or that product. Wired Magazine had a nice-sized article about the phenomenon, cutely titling it The Lost Boys.
