ARTICLE What Teens Want What Libraries Can Learn from MTV Erin Helmrich

ometimes I wonder if I can han- had been in renegotiations ever since. As ity” TV—based on lies—teens today dle one more glamorous day in a teen librarian with a pop-culture fixa- are more likely to see the spin. They the library: the swarms of teens tion, this conference was a perfect fit. learn to play all sides. begging me for a booktalk, the What harder “sell” is there than the Graden spoke at length about the combi- gangs of popular kids wishing notion that the library can be a cool nation of research and focus groups with Sthey could be on my TAB, it gets to me. place? pure inspiration, art, and ideas to come Can’t I just go back to the days when only up with the magic that is MTV. Shows on dorks and losers used the library? MTV burn very fast—as they are I wish this were my life. I am a pop- MTV Is Doing Something expected to—but it is this ephemeral and culture addict with a “big picture” prob- Right elusive quality that drives the network’s lem. I dream of a day when Eminem is As an MTV baby from its inception, I was success. Ultimately, Graden’s main rec- the reason teens use my library. I dream thrilled when I found out that the kick- ommendation is to be “in” the teen expe- of a day when “Got Library Card?” is the off keynote was none other that Brian rience as much as possible. Listen to their new celebrity cause—when Pink sings Graden, president of Entertainment at music, watch their TV shows. Not only about her mom taking her to the library MTV and VH1 (and close personal friend will the “teen themes” reveal themselves, instead of serving her milk. Someday my of South Park creators Trey Parker and but you will be reminded of the emo- dream will come true, but first we must Matt Stone). Under Graden’s direction tional search, which stays constant no change the way we think. What do teens MTV has had some of its highest ratings matter what generation it is. want? We struggle to answer this question with The Osbournes, Cribs, Making the in a million different ways and with a Video, Jackass and TRL (Total Request million different solutions. The answers Live).Ifthis were not proofofGraden’s Breaking the Code are all around us, but because we often innate understanding of “what teens want insist on a “library model,” we don’t And it will only cost you $15,000! Want now,” the electrifying and inspirational always look in the right places. Consider a to be as up to the minute as Abercrombie talk he gave would be. He spoke about different approach and choose a new and Fitch? Then Irma Zandl is your teens today with a passion and enthusi- viewpoint. woman. Her presentation “Values, asm that was contagious. A few of his On October 27–28, 2003, at the Attitudes and Lifestyles: Through the main points were: Fairmont Miramar Hotel in Santa Psychographic Lens” was mind blowing. Monica, California, I attended the “What G The technological divide will only Corporations pay Zandl Group $15,000 a Teens Want: Marketing to Teens (ages 12 widen. The more technologically year for six bimonthly “hot sheet” to 17) Using Music, Movies, and the savvy teens become combined with a reports. Zandl’s (www.zandlgroup.com) Media” conference. I figured that a con- complete lack of savvy amongst New York–based consulting and research ference hosted, sponsored, and presented many adults will make it that much boutique specializes in young consumers, by the likes of Adweek,The WB,Teen harder to “tune in” to their world, from tweens through young adults. With Vogue,and Billboard might provide some and to learn, ultimately what drives a consumer panel of teens numbering in interesting perspectives. I found the them. the thousands, Zandl’s anthropological “true” audience for this conference was G Teens today are much more adept at account executives in marketing, advertis- “cutting and pasting” their style, ing, licensing, and brand management in identity, and ideals with past and Erin Helmrich is Teen Services Librarian industries like publishing, apparel and present, punk and prep—challenging at the Ann Arbor (Mich.) District accessories, fashion, retailing, entertain- us to the max. Library. An advocate for all things popu- ment, telecommunications, and so on. G There is no sense of right or wrong— lar, Erin strives to provide nontraditional I had been eyeing this conference only gray. The Internet is their geog- and cutting-edge library service. Professionally active on many levels, Erin ever since it was originally scheduled in raphy—a world with no rules, false loves to talk about pop-culture and its 2001. That year it was scheduled for identities, and downloading with the place in teen services. November, was eventually cancelled, and press of a button. In a world of “real-

YALS G SPRING 2004 11 WHAT TEENS WANT HELMRICH

approach is dead-on. Using their interests Marketing Categories for Teenagers and attitudes as guideposts, Zandl can divide teens into various categories. Outlined by Irma Zandl of the Zandl Group These categories are by no means finite or universally applicable, but they do G 35 percent of teen boys are what she calls “Noisy Boys.” Noisy Boys are urban and suburban, and ethnically diverse. The typical Noisy Boy will describe him- offer a baseline from which to build. Keep self as “loud, crazy, and wild.” He listens to 50 Cent, loves to party, only dates in mind that these categories change “hot chicks,” plays Grand Theft Auto: Vice City,reads XXL, Maxim, and the often—Zandl produces a hot sheet six times a year in order to keep her clients Source while dreaming about owning an Escalade and wearing Sean John’s as up to date as possible, so use this duds. The Noisy Boy goes to www.ultrapasswords.com to access hacked words information wisely, but don’t count on it for free porn. He shops at www.coolkicks.com or www.funkmasterflex.com for twelve months from now! his hip-hop inspired style. G 35 percent of teen girls are “Limelighters.” Limelighters are the counterpoint to the Noisy Boy. A Limelighter is typified by a love for dancing and performing. Teen Techno Savvy They love to speak out and can usually be seen at the mall with their cell phone. They love rap and pop divas. They read CosmoGirl and may shop at Don’t become road kill on the techno Victoria’s Secret. Fragrance is must—as is wearing ’80s-inspired fashion. highway! How many of us use e-mail, chat, G 30 percent of teen boys are “Rough Riders.” Rough Riders are rural or subur- or text messaging to market the library to ban, Caucasian and Hispanic boys usually on the noncollege track. The typical teens? Maybe those flyers you put out in Rough Rider may join the military or learn a trade. Rough Riders like monster the teen area just aren’t cutting it anymore. trucks, paintball, fishing and hunting, guns and ammo, the WWE’s Rey According to Greg Clayman of Upoc, a Mysterio, heavy metal, dickies, Axe cologne, Dodge Vipers, and Chevy trucks. mobile communications company, 51 per- G 30 percent of teen girls are “Nest Builders,” the female counterpart to Rough cent of thirteen- to seventeen-year-olds Riders. Nest Builders are typically nurturing, home-oriented, down-to-earth own a mobile phone. A whopping 1.5 bil- girls. Nest Builders are “nice and sweet” girls who baby-sit, belong to church lion text messages are sent every month— groups, collect things, have a hope chest, and listen to Christian rock or coun- about everything from homework ques- try music. Nest Builders watch The OC and 7th Heaven, read Teen People, wear tions to note passing to flirting. Technology has allowed today’s teens to be LEI jeans and Skechers while dreaming of driving a Pontiac Firebird, getting “free agents” in choice. Camera phones, married, and starting a family. interactive TV, downloadable music, text G 20 percent of teen boys and 20 percent of teen girls are “Neo-Traditionalists.” messaging ...teens have seamlessly inte- Neo-Traditionalists can be urban and suburban, but tend to be mostly grated technology into their lives. Caucasian teens on the college-track. Neo-traditionalists are popular and smart Technology is part of the social currency of and usually participate in sports. The typical Neo-Traditionalist goes to parties, being a teen. From voting on American Idol travels abroad, and goes away to college. Neo-Traditionalists love American to chatting with the stars of Smallville, Eagle Outfitters, Adidas, Clinique, BMWs, Starbucks and Tommy Hilfiger. They teens use technology in ways that we aren’t read Stuff magazine, watch Smallville, and listen to Good Charlotte. even aware of (a divide that will only G 15 percent of teen boys and 15 percent of teen girls fall into the elusive “Indies” increase with each new generation). category. Indies are almost always “too cool” and their likes and dislikes can be so far from the mainstream that trying to attract them is very difficult. That said Indies are usually urban and suburban, ethnically diverse, idiosyncratic, Reel Life quirky, and sometimes subversive. The “typical” Indie is into role-playing games, vampires and witchcraft, goth or punk, concerts, playing music, anime Done well, there are few mediums that and manga, and martial arts. This group shops at Hot Topic, wears Converse can replicate the full-range of emotions and essential oils, listens to Marilyn Manson, writes fan-fiction, and reads High and senses involved in living the way that Times all while dreaming about driving a Mini-Cooper. film can. The directors of three recent, critically acclaimed “teen films” spoke at Clearly these categories are general and not all teens will fit into each group. the conference. Catherine Hardwicke, the Using these categories as a starting point one can certainly determine where the cowriter and director of Thirteen, Stacy majority of your clientele falls. Let’s admit that we often find ourselves “wishing” Peralta, cowriter and director of Dogtown that a certain type of teen used the library—maybe it’s the teens more like us, the and Z-Boys, and Justin Lin, cowriter and teens who love to read fantasy or the teens that don’t irritate the circulation staff so director of Better Luck Tomorrow all much. Whatever form it takes we have all been guilty of it at one time or another. shared their stories. Hardwicke was a par- When you know your audience, it is much easier to serve them. ticularly inspiring speaker. Her story about how she came to write Thirteen

12 SPRING 2004 G YALS HELMRICH WHAT TEENS WANT with teenage friend (and star of the film), Networking and Teen Read Week, the Read posters. Is Nikki Reed, was the one compassionate Partnerships reading the only way our communities voice heard at the conference. Hardwicke can enjoy the library? touched on the real life issues that affect The true benefit of this conference was Step out of your comfort zone, throw teen’s lives, and she challenged those in the connections and people that I met. out the old rules, and try something new. attendance to take a more humane There is an entire marketplace of teen- Instead of surveying your teens about approach to the conference’s topics. centric businesses that are dying to make their library use or asking them what new connections for “good causes.” I met they want from the library ask your teens the publisher of Teen Vogue, the president who they are! Real Teens of Ed-U-Star, a music manager for several G Never stop asking, because it never One of the only other youth advocates I new teen music acts, a group of account stops changing. execs from X-Box, people from Disney, met at the conference was Kate Dunlop G Integrate teen pop-culture into your Seamans, editor of Teen Ink.Seamans MTV . . . the list goes on and on. The ros- information seeking; what’s popular coordinated a fantastic teen panel featuring ter of conference attendees alone was often reveals a deeper truth about local Santa Monica high school students. worth the registration fee. I now have a the audience it attracts. list of names and contact information for While the twelve teens answered questions G Change your approach. The library is about cell phone ring tones, contests, influential executives from Nickelodeon, a “brand” that you have to sell. Clear Channel, Ford Motor, the WWE, music, and movies, what was most enjoy- G Explore opportunities to integrate able was listening to their humor and can- Fox, The WB, and many, many more. In more technology into your publicity dor—the ways in which they expressed what other arena would librarians gain and promotion to teens. If you’re their individuality while also identifying entree into the segment of the private lucky enough to have an in-house themselves as part of their generation. sector actively seeking the teen market? tech (or tech department), work with Proof that teens do heed “message” adver- them to come up with creative ways tising, the teens noted that they liked “The to use emerging technologies with Truth” anti-smoking ads. They responded Now What? teens. to the provocative and edgy style of the Librarians need agents. Hey, if milk, G Participate in the process yourself. ads, but also trusted the message. meat, and bread need to advertise them- Send a text message from your cell selves, why shouldn’t we? Competition is phone if you never have before or IM a friend the next time you’re online. The Rest what drives the private sector and, to a greater extent every year, institutions like The next time you’re at the mall, Other session topics were diverse: the YMCA and the library are no longer a look closely. Notice the signage, displays, “Working with the Music and given in the crowded marketplace. At a use of color and fonts and imagine incor- Entertainment Industries,” a keynote time when taxpayers are making tough porating some of these ideas into the address from Ecko Unlimited Founder choices about funding, we cannot afford library setting. Take a closer look at com- and CEO Marc Ecko titled “Cautionary to take our communities for granted. mercials and advertising for teens. What Tales in the Teen Market,” and a panel “They’ll never close the library!” Why are some of the techniques they use to titled “Reality Bytes: How to Build a not? Many, many people live full lives grab teen dollars? Watch MTV for an Totally Authentic Experience for Teens” without using their local library. Has hour. Study the shows, the ads, the music, featuring Robert Thorne, CEO and your library proven its worth to the tax- the aesthetics. How can you replicate the Cofounder of Dualstar Entertainment payers? MTV experience in the library? (home of the Mary-Kate and Ashley What’s your favorite commercial? Do Lastly, for those of you who mourn Olsen empire). Each of these sessions you cry during Hallmark ads, sing along the “loss” of more traditional library provided a unique glimpse into the world with the Gap ads—don’t you feel better service, or those of you who have a prob- of marketing. about all of your cotton clothing now lem using consumerism as a tool to serve While some of the sessions were not that you know that it’s the “fabric of our teens, consider this: libraries can either as directly applicable to the library expe- lives?” Good advertising is a powerful move forward and embrace the changes rience as others, the viewpoints and val- thing. Like The Truth (www.thetruth. that are coming our way or they can ues discussed were diverse and, at times, com) ads, a library marketing campaign become irrelevant antiquities. I, for one, fascinating. I enjoyed stepping out of the can be cool and authentic while also would rather be a participant in the revo- library zone and hearing from a business communicating important information. lution, not a casualty of it. G sector with a very different approach than Why are all library promotions about libraries. reading? Our summer reading programs,

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