Rivals Unafraid to Borrow, or Steal, From Each Other

Article Source: New York Times

The cast of “Glen Martin DDS,” about an eccentric dentist’s family, which will start on Nick at Nite this summer.

By JACQUES STEINBERG

Early in his tenure as chairman of the Walt Disney Company, Michael Eisner said he became so frustrated with the competitive advantage that Nickelodeon held over the Disney Channel among young cable viewers that he set about poaching a cadre of Nickelodeon executives, including Rich Ross, who now oversees the Disney Channel.

“Although Disney has its own ethos,” Mr. Eisner said in a recent interview, “Nickelodeon was a model.”

For Nickelodeon, it seems, turnabout has been fair play. Cyma Zarghami, the longtime president of Nickelodeon, has been fighting some of the recent successes of the Disney Channel — including the hit series “Hannah Montana” and the “High School Musical” movie franchise — with some Disney fairy dust of her own.

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Tween Brands Adds In-Store Video Network

Article Source: Media Week

-By Katy Bachman, Mediaweek

The recession may be taking its toll on traditional media, but it doesn't seem to apply as much to in-store video networks. Retailers continue to look for new ways to engage customers when they're in the mood to shop.

One of the most recent converts is Tween Brands, the largest retailer targeting tween girls (ages 7-14), which recently finished installation of The Tween Network in 600 of its Justice and Limited Too stores.

Until now, the retailer's marketing strategy has relied on mailing its “catazines” (think catalog plus some content and advertising) directly to its database of 10 million plus tweens. The Tween Network closes the loop with customers in the stores.

"We wanted to bring our brand to life within our store and create a destination for tweens and their moms with social content that gives the girls status," said Scott Bracale, president of Tween Brands Agency. "The length of stay for the family unit in the store appears to be longer. [The network] is now one of our core strategies of our media business."

Working with Seattle-based Retail Entertainment Design, Tween Network content is a mix of fashion, photo shoots, music videos, and artist interviews. About five percent of the content is paid advertising from marketers trying to reach tween girls, such as American Greetings, Nickelodeon and recording artists.....

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It's Cooler Than Ever To Be A Tween, But Is Childhood Lost?

By Sharon Jayson, USA TODAY

The prepubescent children of days gone by have given way to a cooler kid — the tween — who aspires to teenhood but is not quite there yet.

Tweens are in-between — generally the 8-to-12 set. The U.S. Census estimates that in 2009, tweens are about 20 million strong and projected to hit almost 23 million by 2020.

Among them now are Malia Obama, at 10 already a tween, and sister Sasha, who turns 8 this year. With the Obama daughters in the White House, the nation's attention will focus even more on this emerging group — and the new "first tweens" will likely be high-profile representatives of their generation.....

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