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Media Guru

Guru Search Results: 19 matches were found

Monday, February 17, 2003 #5842
Is there a source that measures kids media habits & interests similar to MRI?

The Media Guru Answers(Sunday, February 23, 2003 ):
The Guru is not aware of a regular, syndicated study comparable to MRI for kids, but The USC School of Medicine has compiled a lot of kids' media use research.


Friday, January 17, 2003 #5740
Media strategy for kids

The Media Guru Answers(Saturday, January 18, 2003 ):
One needs to consider a lot more input than just the target to develop a media strategy. See the Guru's Parts of a Media Plan.


Sunday, April 21, 2002 #5237
Hi Media Guru, Our product is a toy box and our primary target is mothers of young children between 1-2 years of age. Our secondary target is grandparents and children. 1. What's the best way to reach our primary target? 2. Should we allocate media budget to target kids through cartoon shows on TV although the purchase takes place when they're too young to influence the decision? 3. We do not have access to either Simmons Choices II nor MediaMark, what would be an alternative to support our choice of titles/channels and to get reach and frequency data? 4. Is there a standard way to split the budget between priamry and secondary targets? Thanks Amal

The Media Guru Answers(Sunday, April 28, 2002 ):
The Guru's recommedations:
  • Forget targeting 1-2 year olds. As you say, " they're too young to influence the decision"
  • Your target may be reached in any medium, and efficiency against the target will tell you something, but parenting magazines and web sites are probably most effective.
  • The media you might buy will have access to Simmons or MRI and should be happy to provide these data
  • One way to split budget is in proportion to your assessment of the portion of sales which might be made to each target.


Tuesday, September 04, 2001 #4691
What are the top 10 kids age 4-10 shows

The Media Guru Answers(Tuesday, September 04, 2001 ):
You need Nielsen data for this, but 4-10 is not a standard demo, 5-12 is probably closest.


Friday, January 05, 2001 #4081
Hello Media Guru, Where are the highest concentration of kids geographically ages 2-18? Someone mentioned they had seen an article that stated there are about 20 counties in the US with the greatest number of children in that age group. I need a method of knowing the concentration of kids in any geographic area. Thank you for your help.

The Media Guru Answers(Friday, January 05, 2001 ):
County population data by age can be accessed at the US Census site.


Friday, January 05, 2001 #4080
1.) Who are the leading buyers (advertisers/media buyers) of kids media? 2.) What's being bought heavily...what's hot (TV ages 2-18)?

The Media Guru Answers(Friday, January 05, 2001 ):
Consult CMR (Competitive Media Reports)


Tuesday, December 12, 2000 #4034
I don't know if this still hold true, but I was told that their is a survey/site that is done on kids/teens to determine the opinion on athletes,singer/performers, etc. Can you point me in the right direction?

The Media Guru Answers(Tuesday, December 12, 2000 ):
Sounds like you want TRU.


Saturday, November 25, 2000 #3987
Dear Guru, Iam new in this sector... Can you give me ideas for building brand loyalty & Trust for a Payphone Card? The Target is:Primary - School kids/Teenagers/Young adults (to keep in touch with home & speak with friends Secondary - Expatriates / Tourists (for international calls) i am trying to set a new strategy for this client Can you help please.

The Media Guru Answers(Saturday, November 25, 2000 ):
You need to determine the decision makers. "School kids" are not likely to be buying their own phonecards. The kids target is not likely to use the same media as expatriates or tourists. The Guru imagines you need to totally separate, unrelated plans. Probably using foreign or foreign language media for the expat/tourist target.


Tuesday, September 05, 2000 #3776
hi guru...what are the best months to target new home buyers with direct mail. thanks!

The Media Guru Answers(Saturday, September 09, 2000 ):
The big months for moving to new homes are the summer months, so as not to interrupt kids' school years. Judge your mail months depending on whether you want to reach home shoppers or new move-ins.


Tuesday, August 31, 1999 #2755
Aside from the Simmons kids Study, are there any other resources which provide media usage habits among kids 6-11?

The Media Guru Answers(Friday, September 03, 1999 ):
The only other U.S. syndicated study with this data to which the Guru can point is Nielsen, for TV.


Monday, August 23, 1999 #2735
Greetings, wise Guru! I am interested in children's influence in their parents' purchase decisions. While I know that the SMRB kids Study measures children's purchases, there is no mention of kids' influence over their parents' purchasing behavior. Do you know of any data source, journal or book that might provide some information on this topic? As children become more techno- and media-savvy, it seem ssafe to assume that they're more involved consumers. However, there doesn't seem to be much data on this topic. Any suggestions?

The Media Guru Answers(Monday, August 23, 1999 ):
The Guru would expect that the media serving these markets would have research on the topic. So check with Parents, Parenting, Children's Television Workshop and Family Computing, for starters.


Tuesday, July 06, 1999 #2608
Our company is presently trying to locate a list of kids aged roughly 12-19 for a direct mailing. Do you know where we might find such a list? We are also interested in knowing what the most popular magazines are among kids in this segment (for advertising purposes). Lastly, we would like to determine what it costs to advertise (gross, not CPM) via the following media: TV (specialty channel), radio, Internet (banner), magazine (popular), billboard, and space. Any help you could give us on these questions would be appreciated. Thanks in advance for your assistance. Sincerely, Drew Spence Market Research Associate Lac-Mac Limited drew@mail.lac-mac.com

The Media Guru Answers(Tuesday, July 06, 1999 ):
Most list brokers would have a teenage list available. Try American List Counsel for starters.

. Seventeen ,Teen,YM,TeenPeople are among the most popuular, especially with female teens. Male teens gravitate to more broadly targeted titles like SportsIllustrated.

To discuss ad prices in the media you mention, you really must consider something other than simple gross. If the Guru tells you a :30 on a specialty channel cost $100 or $1000, how can you evaluate what you must spend to communiucate something?

Internet banners are sold in cpms and numbers of impressions, not flat gross dollars usually; major sites have more impression than you might buy so you buy a portion of the available impressions. You can get teen oriented sites' banners for $15-30 per thousand. But just putting a banner on all the teen pages of Yahoo could cost $1,000,000 per month.

or more. Billboards might cost $250 apiece, but you won't buy just one, you buy a quantity of daily effective circulation expressed as GRPs. A teen cpm might be $5-$10


Wednesday, April 14, 1999 #2447
Dear Guru, I was wondering, is it possible for channels Reach% to go down on a house hold base but have it increase in demographics of 2-11?

The Media Guru Answers(Wednesday, April 14, 1999 ):
Certainly. Imagine that a channel changes programming from movies, which appeal to many demographic groups and draw a certain HH audience, to pure kids programming. The HH reach would shrink, (to only those HH with kids) and the Kid reach would be likley to grow.


Tuesday, October 27, 1998 #2115
Not a question, but Guru you were misleading when you referred to GenX as "children of the Baby Boomers". Most Boomers are 40-41 years old, the youngest of GenX are 17-18. As a cohort, boomers were late to propagate; the "children of the boomers" are really the Boom-echo, that peaked in about 1989 (they're now 8-10 years-old at its peak). Why is this so important? Because, we should try to stop misleading advertisers into thinking Boomers are soon to become empty-nesters. The most common age in America is 41 -- boomers have booming families. The 50-somethings we hear about, the parents of the younger Xers, were the War Babies and just the leading edge of the Boom. (Of course the kids get all mixed up as first-time parents are of different ages.)

The Media Guru Answers(Wednesday, October 28, 1998 ):
There are a few problems in the facts, thus challenging your theories.
  1. The "Baby Boom," by definition is the children of those returning from World War II. Thus, the oldest Baby Boomers are now about age 52.
  2. Looking at 5 year age cohorts, there is little size difference among 47-52, 42-46, 37-42, 32-36; most are about 20 million persons, ranging from about 18 to 22 million
  3. The smallest 5 year cohort is 22-26 years with 17 million.

The oldest Boomers' children are now in their thirties and the youngest no doubt 8-10. But the core of Gen X is of an age to be kids of Baby Boomers.

And Baby Boomers are indeed beginning to be empty-nesters. The Guru trusts advertisers look a bit further than a single one of the Guru's answers, wherein one of 5 or 6 possible definitions of Gen X was "children of the Baby Boomers."

The Official Guide to the Generations by Susan Mitchell describes"The demographics and spending patterns of adult consumers-Generation X, born 1965-76; the Baby Boom, born 1946-64" (ISBN 0-9628092-8-4; May 1995)

Note: the Guru is 52, his youngest child is 18.


Monday, August 31, 1998 #2020
Dear Guru, what can you tell me about people meter usage on children? Thanks

The Media Guru Answers(Wednesday, September 02, 1998 ):
The Nielsen People Meter reports children's audience for kids 2 years old or more. Nielsen can provide extensive data on test of children's response and parental response on behalf of children.


Tuesday, July 07, 1998 #1938
What is the best resource for finding local/regional niche publications, i.e., children's newspapers and magazines? These would be small publications that are not listed in SRDS (such as Columbus kids).

The Media Guru Answers(Tuesday, July 07, 1998 ):
The ATP-CAN Newspapers list is one such source. Diligent use of search engines will likley find others.


Tuesday, October 28, 1997 #1447
WHAT ARE A FEW WEB SITES THAT TARGET TEENS (AGES 12-17)?

The Media Guru Answers(Wednesday, October 29, 1997 ):
Searching on the word "teens" at Yahoo will produce an enormous list of teen oriented sites. Here are some of the first few:
  • 360° Magazine - national magazine about young people, their lives, and the challenges they face. The writing, artwork and and photography in 360° are submitted by teenagers from around the country.
  • AdoMonde francophone - interactif, dynamique et francophone écrit par les adolescents. Apprentissage éducation français jeunes école jeu sport loisir enseignement francophonie amitié
  • Angst - a diary of teenage noise.
  • Blast! Magazine - interactive site for people under 21.
  • Buf-Puf - teen webzine for health and beauty, featuring tips on skin care, girls and guys who use 3M Buf-Puf Sponges, plus cool interactive quizzes and surveys.
  • Camelhair Magazine - a magazine made by and for teens, if you are into writing or have something you want to publish here we will look at it.
  • Circle J - Christian teen ezine offering poetry, articles and teen devotions.
  • Common Nonsense - Zine for teens (14-25) about alternative topics and other interesting stuff!.
  • Cyber Teen - weekly news e-zine for teens.
  • Cyberteens - place for teen creativity from photo essays to posts of the week, haiku to music reviews, sonnets to suicide columns.
  • daisyface, the zine. - webzine for teens where you can submit pretty much anything to be published in it: poetry, fiction, interviews, music, lotsa fun schtuff.
  • Deo's Paradise - teen magazine with entertainment and music reviews, computer wizadry, and more.
  • DEOs ZASSHI - teen manufactured and oriented e-zine featuring music and entertainment reviews and more.
  • Drive-Thru - This is a new and rising on-line magazine created by a teenager because he got bored. music, pop culture and other hard hitting topics.
  • Ernst - weekly youth-Magazine with interesting articles about music, society, sports and leisure.
  • Flamed: For the NeXt Generation - monthly webzine for parents and kids that will be opinionated, diss out attitude, and address how technology is accelerating the generation of new leaders: NeXters.


Wednesday, November 27, 1996 #1102
I'm working with an essay concerning internetmarketing and children.Which can I find information about this subject?Do you have any specific contributions?

The Media Guru Answers(Sunday, December 01, 1996 ):
The Guru believes that computer facility in today's world is in an indirect relation to age: the younger, the more computer savvy (although the Guru himself is ancient).

There are several sites aimed at kids, and several programs like NetNanny, created to allow parental control of browser use, because kids are on the net and might not just browse kid's oriented sites. The Guru would suggest you search Yahoo, AltaVista, and the like for kid oriented sites and also that you review the content of sites for software like NetNanny.


Thursday, April 13, 1995 #1851
When creating prototypes of kids magazines on Simmons (SI for kids, Boys' Life, etc.) what criteria should I use in setting it up?

The Media Guru Answers(Thursday, April 13, 1995 ):
The problem with creating a "kids" prototype on the SMRB main study is that you will only get the Adult audience.



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