Teens on the Internet—commercial application of a deconstructive analysis of ‘teen zine’ features | Zendy

Moskowitz Howard | Zendy; Itty Barbara | Zendy; Ewald Jeff | Zendy

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Teens on the Internet—commercial application of a deconstructive analysis of ‘teen zine’ features

Author(s) -

Moskowitz Howard,

Itty Barbara,

Ewald Jeff

Publication year - 2003

Publication title -

journal of consumer behaviour

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.811

H-Index - 43

eISSN - 1479-1838

pISSN - 1472-0817

DOI - 10.1002/cb.108

Subject(s) - deconstruction (building) , sociology , the internet , test (biology) , frame (networking) , set (abstract data type) , order (exchange) , computer science , psychology , world wide web , engineering , telecommunications , business , paleontology , finance , biology , programming language , waste management

This paper presents the authors' approach to understanding drivers of interest for teen e‐zines (Internet magazines). The paper shows how a deconstruction of the current set of e‐zines provides the raw material for a conjoint measurement study, whereby the elements are mixed and matched in order to create new test concepts. From reactions to those test concepts one can identify four newly emerging segments: the ‘indifferents’, the ‘adults in training’, the ‘media and me’ and the ‘talk and celebrate being a teen’. Deconstruction applied to the competitive frame provides both a deeper understanding of the e‐zine landscape and input for newer and better e‐zines that are targeted to specific mindsets. Copyright © 2003 Henry Stewart Publications.

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