Three vaguely related but fascinating pieces here on the changing face of marketing to youth:
1. BusinessWeek on ‘The Children of the Web’ including the Axe ‘Bom Chicka Wah Wah’ story and the challenges of the new global market
2. Mashable on ’12 of the Best Music Social Networks’. Useful if you’re a music fan anyway, but interesting also for the point it makes about how marketing new music has changed beyond recognition (as well it might with the longterm decline in US CD sales accelerating to 20% y-o-y in the first 3 months of this year)
3. Evidence (as if it were needed) of ‘Network Hopping’ – the idea that Social Network users maintain profiles on multiple networks resulting in "an increasingly interlinked environment tied together by links, widgets, and the users themselves". Whilst I’m not sure I’d go as far as to agree with this Wired post that Software is the new content, the role of different technologies in growing, supporting and maintaining audiences is becoming increasingly fundamental.