Teen Mags? So Five Years Ago

Following marketers onlineVideo-game advertisers, to cite a classic teen category, have cut their magazine spending to $28.8 million last year from $46.1 million in 2002, a 37.5% drop, according to TNS Media Intelligence. At the same time, they increased web spending to $12.6 million last year from $4.6 million in 2002, a jump of 174%. Youth-obsessed Alloy Media & Marketing said movie studios have increased spending at the company's nontraditional youth-oriented platforms by 300% in three years.

Last week, an AOL-owned action-sports website called Lat34.com asked youth-marketing agency Fuse how to tell teens about its sponsorship of the U.S. Open of Surfing. "Five years ago the conversation would have been all about print media," said Bill Carter, partner, Fuse. "There might have been some secondary conversations about the web. In the conversation we just had, none of it was about print."