Advertising, ad campaigns, ad agencies, and the people that make it happen

I’ve always been led to believe that one of the cardinal rules of marketing is to get early adopters while they’re still malleable. That used to mean young adults, then teenagers, then pre-teens, and now pre-pre-teens… Or whatever the latest scam is  they teach you on those outrageously expensive MBA courses “suits” love to go on. Well, it would seem that social networking is taking on a decidedly sinister spin with an ever growing number of sites such as Webkinz.com and Clubpenguin.com aimed at kids between 6 and 12 who now spend up to $40 BILLION a year and influence their parents in spending $200 BILION annually! The charlatans responsible for these sites claim they are teaching kids’ computer, financial and social skills. Others claim they are teaching consumerism and shopping. The fact that Webkinz’s on-line “getting started” section points out “Everyone enjoys a little retail therapy,” might just indicate the critics have a point. As for the business model of these sites. Some sell ad space, others charge monthly subscriptions, and nearly all of them sell plush animals, toys, backpacks, fashions (Yes, the latest fashions for the six year old upwardly mobile, future credit card abuser in your family.) What’s next… Cars? Oh, I forgot, Toyota is already a major advertiser on a couple of these sites. That’s right… Toyota!

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And when I'm seven, I'm trading it in for a "Hummer!"