|LEADING-EDGE WEBSITES CAPTURE GLOBAL YOUTH MARKET|
NEW YORK, USA -- Teen-oriented websites are becoming the next big trend.
This comes as no surprise when teens spend nearly US$150-250 billion
on purchases every year, and comprise a large portion of the online community.
In the US alone, over 85% of teens said they have used the internet and nearly
70% of teens said they used computers regularly -- and this data comes from 1998. With
general internet traffic growing at a rate of 60% a year, the teen market is bound
to capture the hearts and wallets of corporations around the globe.
SecretWish, launched November 1999, is a teen commerce and gift registry website, attracting such brands as Gap, Calvin Klein, Fossil, Nike, Sony and others -- brands that teens rate as "coolest."
On SecretWish, teens create a "wishlist" of items they would like to receive for upcoming holidays, create personal preference profiles so that moms, dads, grandparents, aunts, uncles and others can buy the perfect gift for this teen market with ever-changing favorites. What's cool today is out tomorrow among this target; and SecretWish helps gift-givers stay current, but helping them give the gifts that their teens really want. Even this online teen site's irrevent slogan fits the profile, "Get the stuff you really want" and the subheader -- "Tired of getting gifts that suck?"
SecretWish attracts users ages 13 - 18 who create wishlists with approximately 11 items each. They then send their wishlists to parents, friends and other relatives who select from nearly $400 worth of gifts. Multiply this number; in the first two months since its launch, SecretWish has attracted more than 25,000 unique teens.
Due to their success, Secretwish has attracted the interest of companies such as React.com, the #1 teen website. Look for SecretWish on React.com in the shopping section.
Loquesea, launched August 1999, which means "whatever" is targeted at teens and young adults throughout the Americas. Mexico is their prime focus, followed by the US Hispanic market. Their plans for an IPO in Latin America are somewhat out of the ordinary as, until now, this has been done only by general interest portals in the region.
Their growing online presence has sparked this emerging interest in the teen
segment. We expect to see expanded developments targeted at teens in the
HONG KONG -- With little warning or explanation, the publishing rules for foreigners have changed in China, as of January 2000 -- for both print and broadcast media.
It is now no longer permitted to use English language names or logos on magazine covers in China (including Hong Kong), and this includes publications with ongoing local, joint venture partnerships such as Woman's Day, Cosmopolitan and Esquire.
While some publishers agreed to use direct Chinese translations instead of their own titles, most others have opted to print their publications without logos until China's Press & Publications Administration reverses its decision. As a way around this ruling, Cosmopolitan (with a circulation of 200,000 throughout China) and Esquire (with a circulation of 100,000) ran their January and February issues with no names and just the date on the outside cover, but with an inside cover bearing the magazine name. Yet other publishing companies, such as Fairchild, pulled its W magazine from the China market because of this new restriction. This would have been Fairchild's first Chinese magazine.
Similarly, the Chinese State Administration Bureau of Radio, Film and Television has banned TNT and the Cartoon Network from local cable and hotels until the end of this year. Meanwhile, the Japanese satellite station, NHK World was barred from hotels, while MTV Mandarin, the National Geographic channel, CNBC Asia and the WTN and Reuters newsfeeds were removed from some cable systems -- yet permitted to run on others, in new regions.
These changes in regulations and new restrictions come as little surprise to old-timers in the market, but still cause concern for those investing in dedicated programming for the Chinese viewer.
LONDON, UK -- As part of a US$31 million advertising and marketing campaign for
the Sourth Africa Tourism Agency, Satour, an Ogilvy & Mather affiliate,
Skotaville Communications, launched a six-country campaign to promote tourism in
South Africa -- in France, Germany, Italy, the Netherlands, UK and USA. As a part
of this campaign, 40 British taxis were painted the colors of
South Africa's flag and the drivers were flown to South Africa to learn about the
country so they could discuss the country with their customers.
TOKYO, Japan -- Foreign pharmaceuticals with proven success in other markets
have taken hold of the Japanese market, accounting for about 30% of sales, and
expectations are that their market share will continue to rise. All but one of the five
leading foreign pharmaceutical companies in Japan have reported rising sales (up 8 - 23%)
last year, while sales for Japanese companies have been flat.
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