 | Ypulse Daily Update 07.16.09
Directory and more at Ypulse.com | |  | Quick Links Ypulse Essentials: Where's Waldo, Cell Phone Fiction, EU Teams With MTV On Climate Change Posted by meredith  Aczone the Musical (if HSM was a commercial for Allergan's Aczone Prescription Acne Medication)
- Too much TV as teens (can lead to poor eating habits as young adults, according to a study that tracked high schoolers) (Vancouver Sun)
- Ubisoft brings back 'Waldo' (in a new interactive "Where's Waldo" video game. Also teen virtual world Gaia Online and Zong team up to allow Gaia users to purchase the site's virtual currency with their mobile phone number) (Virtual World News)
- Coke ads dial down branding (and play up the bells and whistles of the "Open Happiness" campaign. Staples revives a classic Back-to-School ad to commemorate the popular spot's 15th anniversary) (New York Times, reg. required) (MediaPost, reg. required)
- Oxygen looks to strike a chord (with a new music initiative including vignettes and a microsite featuring up and coming artists. Plus a profile on Jessica Hopper, author of "The Girls Guide To Rocking") (Los Angeles Times)
- The debate over E-books on campus (wages on as students and educators make a rocky transition in classrooms across the country. Plus for those college grads lucky enough to find a job the average starting salary for the class of 09 stays stable ) (WSJ) (South Florida Business Journal)
- EU teams up with MTV (to raise awareness among teens about the dangers of climate change) (AP)
- The Teen behind Breaking News Online (how 19-year-old Michael von Poppel launched a successful news aggregation business) (ReadWriteWeb)
- From cell phones to Celluloid (Japanese cellphone fiction makes the leap to the big screen with a recent trend of film adaptations. Plus more details on Harlequin Teen) (USA Today)
- Hispanic youth market (continues to become force to be reckoned with. Plus Raven L. Hill from The Root shares first impressions of Mattel's new line of African American dolls)
Correction:MediaPost issued a correction on an earlier post and confirmed that Target's clothing line by fashion designer Anna Sui will be associated with "Gossip Girl.")
Posted in: Ypulse Essentials Ypulse Youth Media Movers & Shakers Posted by meredith Today we bring you another installment of Youth Media Movers and Shakers. We've culled through industry publications looking for the recent executive placements we think you should know about. If you have executive news that you want us to highlight in our next "Movers and Shakers," email me.
Gary H. Schoenfeld is set to take over as Pacific Sunwear's chief executive. He's replacing Sally Frame Kasaks, who has lead Pacific Sunwear since 2006. Kasaks, who is also chairman, is set to stay on Pacific Sunwear's board as a director. Schoenfeld is best known for leading Cypress-based shoe and clothing maker Vans up to its 2004 sale to North Carolina's VF Corp. (Orange County Business Journal)
HarperCollins Publishers appoints David Linker as Executive Editor/HarperFestival, HarperCollins Children's Books. Linker will handle all movie and TV tie-in programs, superhero tie-in efforts and Fisher-Price, in addition to overseeing other programs. Linker joins the publisher from Innovative Kids where he was Editorial Director (Cynopsis Kids)
MTV Networks International promoted Roger James to senior vice president, general counsel for MTV Networks International and MTVN UK & Ireland. James is currently vice president of business and legal affairs for MTV Networks UK, Ireland and International and will expand his role to include all of MTVNI's business and legal affairs (MediaPost, reg. required)
Michael Hope has been named executive director of the interactive entertainment unit at Bender/Helper. He had been manager of global public relations at Championship Gaming series. (Release via mediabistro, reg. required)
Kerri Brusca is upped to VP/Media & Artist Relations, Razor & Tie Entertainment. Most recently Sr. Director/Media & Artist Relations, Brusca is based at the company's headquarters in NYC and reports to Alyson Shapero, SVP/Sales & Marketing. She previously worked for KB Entertainment, Kathy Schenker & Associates and Edelman Public Relations (Cynopsis Kids)
Jack D. Ferraiolo has been named development executive at Scholastic Media's Soup2Nuts. He had been developer, writer, and director at PBS's WordGirl. In his new position, Ferraiolo will develop new and existing properties at Soup2Nuts' studios in Boston and Scholastic's New York offices.(Animation Magazine)
Jessica Sigelbaum has been named publicity manager at Fuse.tv. She had been PR manager, global licensing at Playboy. (MediaBistro, reg. required)
Hollywood Records names Aaron Simon as VP/Strategic Marketing & Promotions. In his new role, Simon will identify and develop deals between the Disney label and partners across various categories (e.g. food and beverage, auto, media, fashion, sports and gaming) for acts including Jonas Brothers, Miley Cyrus, etc. Most recently, Simon spent the last two years as VP/Strategic marketing and U.S. Partnerships, Roptus, which specializes in Latin entertainment. (Cynopsis Kids)
MTV Games taps Scott Guthrie to head up the company, while David Cox will run sales. Guthrie, who most recently served as exec VP of publishing at gamemaker THQ, will serve as exec VP-general manager of MTV Games, overseeing which titles the company makes, as well as marketing and distribution of those properties (Variety)
Metaverse Mod Squad announced the appointment of Sharon Duke Estroff as its Director of Youth Strategy. In this new role, Sharon will develop communication strategies aimed at parents and youth in the digital age and head special projects. (press release)
If you're a youth marketing and media professional, you should join our LinkedIn group. We're now at over 1000 members!
For more coverage of youth marketing, go to the Ypulse Youth Marketing Channel sponsored by Youth Marketing Connection. Posted in: Ypulse Essentials | Youth Marketing The British Accent On Sex Ed Posted by meredith  Remember that painfully awkward scene in "American Pie" where Jim's dad attempts to explain how masturbation is "perfectly normal" and ends up just oversharing? Well, this is sort of like that. The National Health Service of Britain recently sparked up controversy and a lot of media attention by circulating a sex education pamphlet to parents, teachers and youth workers suggesting ways to promote the pleasurable side of sex to students. From the Times Online:
Alongside the slogan "an orgasm a day keeps the doctor away," it says: "Health promotion experts advocate five portions of fruit and veg a day and 30 minutes' physical activity three times a week. What about sex or masturbation twice a week?"
I couldn't really see a government-funded campaign like this happening in the United States, but the push to shift the tone of classroom discussions away from the traditional sex ed slant certainly does come at a time when change is in high demand -- both in the U.K. and the U.S.with the highest and second highest rates of teen pregnancies in developed countries. Granted, the wording of this particular attempt is a little troublesome, and it's hard to imagine students taking the advice seriously (or comfortably) if there was an educator brave(?) enough to repeat them verbatim, but the overarching effort to incorporate the positive aspects of sex along with information about sexually transmitted diseases and contraception (an issue for a whole other post) does resonate as a welcome change from the norm.
Critics are apparently voicing their concerns that the approach would encourage promiscuity and contribute to an even higher rate of teen pregnancy and sexually transmitted diseases. But we already live in a culture where teens are constantly confronted with the sexier side of sex. What are the chances that hearing a teacher tell them "intercourse is a healthy physical activity" will kick their hormones into overdrive? Seems unlikely. If anything, by incorporating the positive with the cautionary, teens might see less of a disconnect between sex as defined by the media and sex as defined by their health class.
On that note, it should be an interesting experiment to see what happens when teens who might not otherwise seek outside resources are exposed to the "Midwest Teen Sex Show" on Comedy Central, and episodes with themes like "Birth control," "HPV" and "Prom." Not that one television show could replace comprehensive sex education, but using humor as a way to help to demystify certain aspects of sexuality might help facilitate a more informed and lighter conversation amongst teens and their peers or even with mom and dad.Posted in: Ypulse Essentials | Youth Marketing | Education | TV
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