WWW.MCVUK.COM
MCV 16/07/10 21 KIDS MEDIA FOCUS
“Kids can smell bullshit a mile off. All too often people try to fob kids off with poor quality products. It doesn’t take long for kids or parents to wise up and spend their limited resources elsewhere.” Matt Yeo, MD of Sky Jack which publishes kids magazine Megaton says: “As long as your brand is pushing kids’ buttons, offering them something new, and doesn’t talk down to them, you’ll almost certainly have a winner on your hands.
“Getting kids to read is a big challenge, so text in Megaton magazine and on the site is presented more as bite-size nuggets of
“
TV, the internet and magazines - are great ways for publishers to promote their kids brands, including Peppa Pig, Ben 10 and I Did It Mum!
information, surrounded by lots of visuals.
“Although there have been a few kids gaming magazines launched over the past few years, they’ve failed to really understand the children’s
market. Those publishers certainly know
gaming, but you can’t just take content aimed at an older audience and re-skin it for kids. It doesn’t work.” Megaton is a games magazine and site aimed specifically at the kids, and publisher Cat Channon who looks after the Eurogamer-run website believes it’s what the industry’s been crying out for. “We’ve been looking into a kids games site for some time as there isn’t anything else dedicated to young gamers, there are more general sites aimed at
Kids can smell bullshit a mile off. All too often people try to fob kids off with poor quality products.
Lee Nutter, Nitro
children that cover video games but in a very generic way,” she says. “From my experience working on most major kids brands there’s always been a gap in the market. Marketing and PR campaigns have often been generic, which is surprising given how creative the actual game content can be.”
” FUTURE CONSUMERS
Good kids marketeers can be difficult to come by. What works now won’t necessarily work next year, and publishers have to be ready to change if they want to keep children interested. Mallandaine says that sticking with the same formula for children’s media can be “suicidal” as children “tire very quickly when things stay the same.” It may be a lucrative £1.3bn market but it is a challenging one. Just take a look at Underground Ernie – a kids brand that couldn’t quite capture the imagination of the younger audience. But get it right and the benefits will be worth all the effort.
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52