Teens Online

Selling to Kids, May 3, 2000

This month the editors of Selling to Kids surfed the wild world of teens online, including their chat rooms and message boards. We laughed, we cried, we lamented their spelling and grammar skills. We even learned a few new words (which we hesitate to repeat). When it was all over, we came up with a few sites that offer some powerful insights into the teen psyche and provide some important clues about where kids media is going.

Alloy, for example, is running its own "TV" show on its site, and Bolt is delivering its content through wireless devices (S2K, April 5). Seventeen extends its well-known zine from the brick and mortar world to the virtual arena. Integrated media is where it's at for techno teens.

These sites are a goldmine for teen marketers - they're even better than magazines, which include kids' comments, but never on the grand and unedited scale found on these Web sites. Kids have strong opinions on abortion, musicians, fashion and education, and they express them clearly on the message boards.

Their biggest concerns hinge on relationships, usually the hormone- related variety, but often family and friendship bonds as well.

Language and subject matter aren't the only things that are more mature on these sites than on kiddie Web locations. Older kids are targeted by just as much, if not more, advertising than you'll find on some popular adult sites.

Many of these sites could stand to do a little Spring cleaning. Some are so cluttered with content and links that we had trouble finding our favorite sections twice from the main pages. Couple that with the bold color schemes that reign in this territory, and teen sites can be a recipe for a headache. Slow loads and technical glitches are sure to aggravate teens who, research from Forrester has found, expect clean, quick experiences from the Web.

Web Browser

Ranking system:  * = Web Waste;  ** = Snoozefest;  *** = Going for Gold;
**** =
Jackpot

Site & Ranking: Alloy, http://www.alloy.com, ***1/2
Kid Appeal: This site is so chock full of teen appeal, it's almost
overwhelming.
Teens have access to daily horoscopes; message boards
on everything from sex and
dating to celebrities; fun quizzes; advice
columns; and the Alloy TV show Chaos
Theory."  Plus, they can
shop online from Alloy's selection of hot teen-budgeted
items.  Long load times may turn some teens off.
Mom Appeal: Alloy does not censor its message boards or chats, and
comments
range from racy to downright crude.  The sites'
policies state unequivocally
that it is not intended for use by kids under
13.  Alloy uses cookies and may
collect personal information for a
variety of contests and features.
Partners & Promos: Skintimate shave gel, Polaroid, Certs,
summerjobs.com,
elementusa.com, and Seventeen magazine all
make ad appearances on the Alloy
site.  For more information, contact Giuliob@alloy.com.

Site & Ranking: Bolt, http://www.bolt.com, ***1/2
Kid Appeal: This month Bolt is gearing up for prom with a variety of links
 for
dress shopping, limo rental and users' tales of proms gone
wrong.  In one of the
site's most innovative and appealing
features, kids tell "embarrassing moment"
stories about everything from dating to driving, and other Bolt members
rate the
stories and comment on believability.   The site lets kids
personalize their
experience:  they can pick (or design) the icon that
appears along with their
screen name, and they can block any Bolt
members they don't want communicating
with them.  Load times are often slow, and as with Alloy, the sheer scope
of
features and fun on the site can be overpowering.
Mom Appeal: The language and subject matter on this site had us blushing.
Our
corporate firewall wouldn't even allow access to some of the
content. The Bolt
profile allows public access to teens' birthdates,
cities, hobbies and
interests. Bolt may sell its lists after getting
permission from members.  The
service also uses cookies and
collects personal information for certain promos.
Kids under 15 can't register.
Partners & Promos: An annoying Clean & Clear pop-up ad
complete with sound
effects intrudes at every turn.  Other promos
include a Polaroid contest, a link
to AOL, and an ad for the National
Campaign Against Youth Violence.  For more
information, contact Jeanne Sachs, 212/620-5900, ext. 291.

Site & Ranking: Seventeen Interactive, http://www.seventeen.com, ***
Kid Appeal: This site takes a tamer approach to the teen scene than others.
The
same celebrity gossip, horoscopes, message boards and prom dish
appear, but in a
kinder, gentler format.  Popular features from the
magazine make for great
online advice/chat forums whose familiarity
will draw offline readers in for
additional features. As an extension of
an offline mag for girls, Seventeen.com
has a more feminine feel than
some of the other sites.
Mom Appeal: Seventeen maintains strict policies for its chats, and it
censors
hardcore comments.  Kids under 13 aren't permitted to
register.
Partners & Promos: The site pumps Alloy's catalog and sister
Primedia pub Soap
Opera Digest among others.  A ubiquitous Pantene
pop-up vies with Bolt's Clean &
Clear promo for most irritating ad.  For more information, contact