Kenyanteen Presentation Q3 2008

8 years and counting… Emerging Youth Trends 2009 Now more than ever, you need to know what young consumers want in 2009

Keeping up with the latest music hits is hard enough, imagine if you had to keep up with teen lifestyle trends 24/7! Spare us a thought…

10 Fresh & Radical Trends To Look Out For in 2009
Fresh New Look The Insyder: As always, the pioneer youth media will be setting the trend for all others medias targeting this audience. The new look will appeal more to readers, not only in content by in column categorization (as it has been psycho-analyzed by Youth Dynamix) and thus help advertisers maximize their teen market reach.

10 Fresh & Radical Trends To Look Out For in 2009 1. Fresh New Look The Insyder: As always, The Insyder gets a drastic makeover every year to keep up with trends and demands of the fickle teen market. For 2008/2009 – The Insyder has transformed itself into a ‘TV Network’ offering readers different ‘TV channels’ for their entertainment. These ‘channels’ have been segmented into different lifestyle categories such as Music & Entertainment, Fashion, High School News & Features, Girls’ Features, etc. ensuring we engage the teens in an environment that they related to in a fun and refreshing way.

10 Fresh & Radical Trends To Look Out For in 2009 2. Retail Networking: Forget social networking (Bebo, Facebook, Hi5, et al), there’s a networking phenomenon that is set to pick momentum within the next 12 months – Retail Networking! What’s this? Teens hanging out together at retail centres simply socialising and buying stuff. Two things will very likely make Retail Networking the next big thing; i) Shopping Complex/Mall Popularity: It doesn’t really matter which urban centre you’re in, the concept of building one big shopping complex and renting it out to different types of businesses is catching on in Kenya (forget Village Market, The Junction, etc.), we’re talking the local ‘Shopping Mall’ with about 10 – 15 shops that include a fast food restaurant, gaming arcade, clothes store, mini supermarket, etc. These are cropping up in virtually every urban centre in the country

10 Fresh & Radical Trends To Look Out For in 2009 2. Retail Networking… ii) Increased Number of Daybugs: Courtesy of the recent high school unrest, more teens will become day scholars. Principally because of the Government policy to implement its strategy to ‘reduce’ this unrest by banning urban boarding schools, & parents’ fear for the safety of their children in boarding schools. The result? A drastic increase in day scholars! There will be a need to them to chill out and with the rapid growth of urban centre ‘malls’ chilling at the shops is becoming the ‘in’ thing to do.

10 Fresh & Radical Trends To Look Out For in 2009 3. Superstar Syndrome: Like Andy Warhol predicted, teens want their 15 minutes of fame! Growth in the popularity of local programming i.e. Papa Shirandula, Tahidi High – coupled with the increasing popularity of locally produced, but foreign owned franchises e.g. Idols, Project Fame, Big Brother, etc. will mean that TV show producers and television stations will find convergence in the two – 100% locally produced music talent search shows, dance talent search shows (the birth of Kenyan produced reality television will really happen next year). *American artist, writer - Andy Warhol - coined the phrase “15 Minutes of Fame” which refers to the fleeting condition of celebrity that attaches to an object of media attention, then passes to some new object as soon as the public's attention span is exhausted.

10 Fresh & Radical Trends To Look Out For in 2009 4. Textual Revolution: With more high school students becoming day scholars, the ‘ban’ on the use of mobile phones will have less effect. Expect 2009 to have the highest ever uptake of mobile phone purchase by the 15 -19 demography than ever before! Teens are text-maniacs and SMS consumption will go up tremendously, especially with more players coming into the mobile phone service providers market. With more players, you can expect a steep decline in SMS, MMS, web browsing costs. In addition, to be more competitive, mobile phone service providers will try and integrate more added value & benefits to these youth-centric services. Thus, brands targeting the youth will get the opportunity to be more creative in using their text-based promotions, competitions, etc. SMS/texting is set to be a much more exciting tool come ’09.

10 Fresh & Radical Trends To Look Out For in 2009
5. Mobile Surfers: With four active mobile phone providers, a broadband cable that will quadruple the speed at which we access the internet, cheaper browsing rates and the popularity of 3G phones – teens will actively engage in accessing the internet through their mobile phones. How?
Numerous Options: With 4 players in the market, expect broadband value added services like WiMax enabled ‘surfing areas’ that allow one to surf absolutely free, happy hour surf times, etc.

10 Fresh & Radical Trends To Look Out For in 2009 5. Mobile Surfers… ii) 3G Technology: 2G Edge/GPRS technology gives way to 3G making 2G Edge phones cheaper. Teens can now purchase, second hand, browse enabled phones at much cheaper rates than last year! With the introduction of 3G phones, top-of the-range 2G Edge phones have dropped by over 40% in price (and these are new phones)!! A Nokia 5300 handset retailed at approximately KShs. 15,000 last year, it now sells at an average of KShs. 8,000. 2 nd hand 5300’s sell for as low as 5,000/-

10 Fresh & Radical Trends To Look Out For in 2009 5. Mobile Surfers… iii) WAP Browers: Mobile phone browsing applications like Opera Mini enable users to surf faster on their cell phones because the application compresses web pages making it faster and cheaper to browse. They now come as standard applications in phones like Nokia. New generation MIM (Mobile Internet Messaging) service providers allow for users to send each other messages and CHAT online at absolutely no cost! Bye-bye SMS, hello MIM! According to the last Youth Dynamix quarterly ‘Youth Scapes’ trend report, the 3 most popular MIM services in Kenya are: Mig33, eBuddy and Nimbuzz (in that order)

10 Fresh & Radical Trends To Look Out For in 2009 6. Massclusivity: With mobile phones getting cheaper & more technologically advanced, browsing speeds getting faster and web surfing costs declining drastically – expect online content to begin its grand march towards becoming mainstream media. Access to online content allows for ‘Massclusivity.’ Massclusivity allows teens to customize whatever they listen to and watch online. This is mainly done through the creation of page profiles (like the ones on Facebook) on popular sites like Mig33 and eBuddy.

10 Fresh & Radical Trends To Look Out For in 2009 7. MF Radio: Goodbye FM radio hello MF (Mobile Fone) radio! Teens are now more connected to their FM radio dials via their mobile phones. This means almost virtual interaction with their favourite radio stations via SMS or call in. With advanced mobile phone technology, increased broadband access and browsing applications that making mobile phone surfing virtually free, online interaction with radio stations, via mobile phones will increase drastically next year. The iPHONE is the convergence between digital music players and the mobile phone. To the youth, the mobile phone is an entertainment device that communicates and not a communication device that entertains.

10 Fresh & Radical Trends To Look Out For in 2009 8. School Designer Labels: Fashion is not being left behind by the whole individualism or ‘me’ trend. One trend to look out for next year is ‘School Designer Labels.’ Already, high schools make their own t-shirt designs, complete with logos and slogans. Now, watch out for them to step into high gear with jackets, custom-painted sneakers and even wristbands. This will also be reflected on an individual level.

10 Fresh & Radical Trends To Look Out For in 2009 9. GEBOOKA Returns: If you find Bongo Flava repetitive and monotonous then you’ll probably not be surprised when a combination of Kenya’s top sounds i.e. Genge, Boomba Pop & Kapuka (GEBOOKA) make a return and dominate the music scene. Already, new artists coming into the scene like Mejja, Kenrazy, Mad Traxx and Kenzo are dominating the airwaves. Other more established artists e.g. Redsan, JuaCali, Abbas, Nameless, Nonini are preparing to launch their albums before December. There’s going to be plenty to chose from in terms of Kenyan urban pop music (GEBOOKA). International acts will also begin performing more in the country. The recent success of the P Square concert, and the fact that top international acts are always in Uganda and Tanzania means that focus will also begin to move towards Kenya. 10. Youth-Focused Advertising: The youth segment is becoming more financially empowered. They now control a huge chunk of money which makes them a viable option to target. With more mediums targeting the youth both in broadcast and print, brands that connect with the youth through relevant and specific advertising campaigns will stay ahead of the pack. Expect more communication to be youth-specific.

10 Fresh & Radical Trends To Look Out For in 2009 10. Youth-Focused Advertising: The youth segment is becoming more financially empowered. They now control a huge chunk of money which makes them a viable option to target. With more mediums targeting the youth both in broadcast and print, brands that connect with the youth through relevant and specific advertising campaigns will stay ahead of the pack. Expect more communication to be youth-specific.

Kenyanteen: Teen Lifestyle Trends 2009 For information on how you can get a detailed, in-depth version or a one that is personalized to the needs of your brand, please contact: George Kaburia Email: [email_address] Tel: 020 2227698, 2228363 Fax: 020 318276

Helping Reach the Youth Market A Magazine’s Distributors Perspective Nation Marketing & Publishing Ltd Presented by David Lukoye

NM&P: Brief History
Originally known as Marketing and Publishing Ltd.
Bought by the then Nation Newspapers Ltd in 1973.
100% fully owned subsidiary of Nation Media Group.
Became Nation Marketing & Publishing Ltd in 1998

Some important Facts
For the last 20 years NM&P has been distributing the 3 highest circulating international magazines i.e. Time, Newsweek and Economist.
The leading magazines on African related issues including New African and African Business are also distributed by NM&P.
Locally, we distribute Parents the best circulating family magazine in East Africa as well as Insyder the highest circulating youth magazine in East Africa.

Some in our stable

The magazines market in Kenya
There are about 182 magazines on the shelves
Ratio of local to foreign is 2:8
NM&P distributes 60% of all local magazines
and has a ratio of 7:3 in favour of local titles.

The Competitive set NM&P PDS EAMD Local titles 24 9 7 Foreign titles 9 95 38 Avg. Price Range (Kes) 100 - 250 100 – 2,400 250 - 600 Key publications Parents Time, Newsweek Fortune, Economist The Insyder African Woman BBC Focus on Africa True Love Drum Competitive edge 1. Upcountry network 2. Marketing 3. Price 1. Nairobi 2. Choice 1. Products

NM&P SUCCESSES
NM&P has had a hand in the successes of Parents,
Drum, True Love, and Eve and have proved that a
vibrant market exists for local titles.
Additionally, your very presence today
demonstrates that local titles are sustainable.
But there still exists a lot of un-captured sales
potential and market gaps in such areas as
sports, health, youth etc
NM&Ps focus will be on building local titles.

Most Read Magazines: An African Context Kenya Uganda Tanzania Nigeria Zambia

The Youth Market is Seriously Underserved
Although 50% of our population is youth below 22
years, there are only 4 magazines targeting the
youth market in Kenya.

NM&Ps “Special” THE INSYDER Supply Chain NM&P Agents & Consumers Agents & Consumers Channel 2: Distributor Channel 1: NM&P controls market Distributor controls market Movement of magazines from A to B is ‘logistics’
Ther ‘ Channels’ of Distribution ’ :
Distributor (self) supply agents / vendors direct
Distributor (self) supplies via another distributor (outsourced) to agents / vendor
Distribution done in schools by students themselves (outsourced)
Non-traditional distribution targeting: School functions; Open Days; School Holidays; Opening Days; Youth occasions etc
Subscriptions through NM&Ps Subscriptions distributor & The Insyder
Channels 3 & 4: NM&P & Insyder controls market Channel 5: NM&P & Insyder controls market

ADDITIONAL SUPPORT
Strong marketing in various media
Which builds The Insyder brand
As it is associates Insyder with the NMG brand
Hence directing the attention of the youth to one
of the very few media vehicles available to them.

CONCLUSION
Through NM&P, The Insyder is able to reach the youth
in all corners of the country.
This translates to an effective national reach for
products targeting Kenya’s youth.

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Kenyanteen Presentation Q3 2008

by Teenwise Media Group on Sep 17, 2008

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Kenyanteen Presentation Q3 2008 — Presentation Transcript