Great to see a traditional publisher embracing the opportunity that social media can bring to marketing to the teenage market. See report from Brand Republic.

Their strategy is to move towards interactivity with their readership. They will have an editorial board made up of readers from their teenage target market. They already have a page on MySpace. As Anna Rafferty, Director of Digital Marketing said their objective is to engage with people, get them emotionally involved and facilitate dialogue.   

We recently did some of our own research with 18 - 22 year olds and found that they used the internet on average 3 hours a day to socialise, get news and information. For them 'online' is the place to be. Traditional print and broadcast media was well down their list of sources of information.

What is most interesting is that recent research is showing that older age groups are now starting to mirror youth behaviour in sourcing information and socially interacting online.