Today we welcome back our Friday Forum series where Anastasia (Gen X) and I (Gen Y) exchange letters and invite readers to join the dialogue in comments. This week we take on the return of the underdog, the few and far between female misfits in movies and more. Remember to add your thoughts in comments! Here's what we came up with…

Dear Anastasia,

Hooray for the return of Friday Forum! I've missed these exchanges and I think I have just the topic to get us back in the game: the return of the relatable hero, charming in all of their flaws. I know some might argue that this is a more recent development brought on by teens' newfound exposure to sides of real-life icons that they never could access before (thank you, Twitter), but I think you might agree that the history of anti-cool (as in misfits and rebels) actually has a pretty long history with an especially strong showing in the 1980s. Bueller?

Seriously though, Ferris' infamous joy ride in Cameron's dad's sports car was totally one of the images that flashed through my head as I watched the trailer for upcoming comic book film "Kick-Ass," the story of an mild-mannered high-school student (Aaron Johnson) who decides to try his luck at being superhero. If you haven't seen the preview yet, take a look. Pop Candy blogger Whitney Matheson called the formula "a cross between Spider-Man, Freaks and Geeks and Kill Bill," and personally, as you may have gathered from my commentary in Essentials, I'm completely on board.

Controversy around gratuitous violence aside, what's not to like? It's exactly what draws me (and countless t(w)een readers) into YA adventure reads like "Harry Potter," "Percy Jackson," "Hunger Games," and my most recent obsession Leviathan — that balance between the escapist comic-book-type fantasy and authentic adolescent awkwardness. Speaking of… watching the trailer, you also definitely see the Judd Apatow staple of camaraderie among loser guys including "Superbad" breakout star Christopher Mintz-Plasse (though his alter ego Red Mist is a far cry from McLovin).

My response to that motif is a little more conflicted than other influences. On the one hand, it's somewhat endearing to see guys in films like this ("She's Out Of My League" and "Diary of a Wimpy Kid" also seem to fit the bill) let their guard down (a voiceover in the 'Kick-Ass trailer says "My only superpower was being invisible to girls"). But it also points to a common complaint with Apatow films and a missing component of this callback to Hughes-type anti-heroes: where the girls are. Molly Ringwald in "Pretty in Pink"/"Sixteen Candles" or Ally Sheedy in "The Breakfast Club." It's been years since "Juno" and "Nick and Norah," and I feel like we're still waiting. And yes, in "Kick-Ass" we see weapon-slinging tween "Hit Girl," but the precocious-sidekick-wise-beyond-her-years role doesn't exactly fill that same niche for teenage girl moviegoers.

It just makes me wonder whether it's the industry or something else that keeps us from seeing the types of multi-dimensional, relatable girl characters you see so often in YA fiction and even on TV, make appearances in starring roles on the big screen? I know the most recent high profile example of underdog ladies making good ( "Whip It") didn't exactly make a splash in theaters, but my hopes aren't quite dashed yet. With Natalie Portman producing not one but two contenders road trip comedy Best Buds and Booksmart, co-written by the amazing Sarah Haskins about two overachieving high school senior girls on a mission…I'm keeping my fingers crossed.

Meredith

Dear Meredith,

I've missed these chats as well, and it's good for my brain to think thoughts other than, "when did my daughter have her last bottle?", "Did she nap?", etc. Yes, I miss Molly Ringwald's "Andie" from "Pretty in Pink," the teenage girl with her own sense of style and agency (though I still kind of hate the ending) or Ione Skye's brainy "Diane Court" in "Say Anything," or even Reese Witherspoon's "Tracy Flick" in "Election," more fully fleshed out teenage girl characters. I think these types of characters have been banished to indie film land as Hollywood sticks to formulas it can bank on — the Apatow-esque male anti-heroes, male super heroes (real or wannabe) and traditional male action heroes. The smart/cool quirky girls and women seem to be relegated to fantasy land vs. high school like Emma Watson's "Hermione" in "Harry Potter" or even animated Coraline or Tim Burton's latest teenage incarnation of "Alice." Or they are in girl-powered "chick flicks" like "Whip It." Even though the first woman finally won an Oscar for directing (a war film), movie-making still tends to be a bit of a boy's club.

In many ways, the teen girl anti-heroes are on TV — any of the girls on "Glee," Claire on "Heroes" (though I think that show jumped the shark awhile back), Alex Dunphy, the brainy younger sister on "Modern Family" or the edgier teens on cable shows. Diablo Cody, who wrote "Juno," is the writer behind "The United States of Tara," which has great teen characters. I think television and publishing are probably more female friendly genres in terms of getting these types of characters on the page or small screen than movies on the whole. It would be nice to see interesting, quirky, strong female leads in teen films who are more than just the girlfriend or sidekick. I, too, look forward to Natalie Portman and Sarah Haskin's flicks as well as to "The Runaways" to hopefully fill this void.

Anastasia

Dear Anastasia,

As I hurry to finish writing this response so I can make it to the second half of the NYC Teen Author Festival Symposium, I can't help but think of the many, many content-creators out there dying to do just that. Not only in the realms of publishing and television, but online as well with web series and collaborative storytelling platforms. Just earlier this week we heard from Lauren on the awesomeness of "The Guild," written by the equally awesome Felicia Day. Maybe with the help of fervent fans and the power of social media amplifying this need, we'll see that void get filled by demand? For you, me and your little future teen girl moviegoer, I hope so!

Meredith

'Piracy' sounds too sexy (industry insiders worry the term has romanticized illegal downloading. Point taken, but that argument seems to undersell the allure of free music. Meanwhile Universal hopes major price cuts on CDs will stir up new interest) (ars technica) (New York Times, reg. required)

- Attention Shel Silverstein fans (HarperCollins announces a never-before published collection of poetry due in 2011! Also Beautiful Creatures authors announce the title to the upcoming sequel: Beautiful Darkness. Can't wait!) (Publishers Weekly) (Readergirlz)

- Privacy shmivacy? (one in four UK teens have tried to hack a friend's Facebook profile — most were failed attempts "for fun." Plus a court rules that parents can block the prosecution of child pornography charges in sexting cases) (Fast Company) (New York Times, reg. required)

- The Justin Bieber Guide for Old People (everything adults ever wanted to know about YouTube pop phenomenon but were afraid to ask) (Gawker via the New York Times, reg. required)

- Tim Burton to direct 3-D Addams Family film (in stop-motion animation. Seems about right. Plus Jezebel is not a fan of the first trailer for "Ramona and Beezus" starring Disney star Selena Gomez. And will we see a campaign for Jon Hamm as Captain America?) (Deadline Hollywood) (Captain America)

- U.S. 2010 Census FAIL (where the Census Bureau went wrong in engaging first-time Gen Y participants and lessons to apply the next time around) (MediaPost, reg. required)

- 'Millennials under the micoscope' (why the current wave of Gen Y docu-dramas and "zeitgeist-y" films won't reflect back on a uniquely Gen Y experience) (True/Slant)

- New York Times reviews the Pokéwalker (a two-inch gaming device from Pokémon that, according to the Times, transforms the franchise from "children’s media property to all-pervasive children’s lifestyle product." Plus boys who own video game systems spend less time on homework. And a texting teen gets carpal tunnel syndrome. For all of the above can we just agree that moderation is the magic word?) (reg. required) (BusinessWeek) (ABC News)

Today we bring you our weekly sampler of the cool youth media and marketing gigs you can expect to find on our Ypulse Jobs Board. If your company has an open position in the youth media or marketing space, we encourage you to post there. Post a job today and we'll feature your opening in our weekly Ypulse Jobs roundup. Don't forget to join the Ypulse LinkedIn group if you haven't yet for focused career networking.

Brand Marketing Manager at Pottery Barn Teen
Industry: Marketing
Location: San Francisco, CA
Description: Develop and execute a variety of marketing initiatives that increase brand awareness and drive sales for the PBteen brand. Provide analysis and insight to measure and improve marketing program effectiveness. Interact with merchants, creative services, e-commerce, direct marketing and other business partners to ensure that marketing programs are cohesive across catalog and internet channels and align with overall brand objectives. More

Production Coordinator at Girls, Inc.
Industry: Production/Nonprofit
Location: New York, NY
Description: To work with the Managing Editor; Manager, Media Relations and Public Education; and Director, Marketing and Communications and staff to manage production process of all marketing and communications projects. Manage all production processes for print and electronic publications. Participate in conceptualizing and executing a broad range of marketing and communications initiatives, such as website development, e-marketing, public education campaigns, print publications, video projects, etc. Develop and maintain production schedules. Develop and maintain working relationships with departments, consultants, and vendors. Update and maintain graphics guidelines and writing-style guidelines. More

Vice President, Series Development – Reality at MTV
Industry: Television Development
Location: Santa Monica, CA
Description: MTV is seeking a Vice President, Series Development – Reality to bring a steady flow of quality and cost effective ideas, projects and formats to the network. S/he will supervise the development and production of concepts through pilot stage; as well maintain the quality of current series through production and delivery. Charged with bringing new series to life on MTV, this programming executive will need to have the ability to identify the writers, producers and talent necessary to develop innovative new programming as well as the capacity to recognize projects in the conceptual stage that have the potential to be the next hits for MTV. More

Integrated Fashion & Fragrance Manager at Maxim Magazine
Industry: New Media/ Magazine Publishing
Location: New York, NY
Description: Maxim Magazine is seeking an Account Manager to maintain and expand the advertising client base in a variety of categories including: beauty, fashion, jewelry/watches, apparel and footwear. The Account Manager is responsible for developing and maintaining relationships with key advertising decision makers at both client and agency side. The ideal candidate must have 3-5 years of relevant experience. More (Mediabistro, reg. required)

Executive Director at Youth Rights Media
Industry Activism/Administration/Media
Location: New Haven, Connecticut
Description: Youth Rights Media (YRM) builds youth power and leadership by engaging young people in video production and community organizing, equipping youth with the tools, skills and strategies to know, protect, and advance their rights for the purpose of affecting change within themselves and their communities. The Executive Director must be a visionary and engaging leader, an experienced manager, and deeply committed to young people’s growth and development. YRM is a small organization where all staff play a direct, hands-on role. The Exeuctive Director must excel at balancing multiple tasks, including internal management of the staff and programs, external relationships with key stakeholders, collaborators, and allies, and the demands of working in a fluid, fast-paced youth-centered environment. The Executive Director will be responsible for ensuring that the organization is fiscally and programmatically sound, and must work to strategically advance YRM’s purpose and goals. More (via Idealist.org)

We're incredibly excited to be teaming up once again with Dell's Edu4U community and Ypulse Youth Marketing Mashup advisory board member Derek Baird for The 2010 Totally Wired Teacher Award to be presented at this year's Mashup event. The application is now LIVE so help us spread the word to teachers you think should apply. Here's a quick FAQ about this year's process…

What is the Totally Wired Teacher Award?

The Totally Wired Teacher Award is inspired by Ypulse.com founder Anastasia Goodstein’s book, Totally Wired: What Teens & Tweens Are Really Doing Online, and the challenges she observed when teachers tried to integrate technology into their public school classrooms.

The goal of the award is to recognize a teacher who has overcome these challenges and is inspiring to both students and other educators.

Are there any other sponsors?

The Totally Wired Teacher Award, sponsored by Dell, recognizes teachers who are harnessing technology to help students collaborate, learn and achieve.

Dell's support for this initiative is part of a longstanding commitment to supporting educators who lead by example, demonstrating for students the power of technology to enhance learning and achievement.

Dell’s Edu4U Site provides information and resources to help educators harness the power of technology to enhance teaching and learning for all students.

Learn more about Dell and the Edu4U community.

Who Can Apply?

To enter, you must be a U.S. public school classroom teacher (general subjects only, grades 3‐12). The deadline for submitting applications is May 3rd at 5 p.m. PST.

What do I win?

Ypulse and Dell will choose this year's Totally Wired Teacher to be honored in person at the Ypulse Youth Marketing Mashup May 24th in San Francisco.

What's different this year vs. last year?

This year we are asking teachers to apply vs. either self nominating or being nominated by colleagues or students. In the spirit of generating great ideas other teachers can use through this application process, we are asking applicants to upload a 60-second video tip or advice you would like to share with other educators related to integrating technology into the classroom. These will be judged on the content of what you're saying only, not production value, and should just be you speaking to the camera vs. using any special effects. Just look into a camera or webcam, share your tip and upload! Please note: Select videos will be posted on the Dell Edu4U website and on Ypulse.com. In order to upload your video, you must join Vimeo first, then upload your video to the Totally Wired Teacher Award Group: http://vimeo.com/groups/totallywiredteacher.

Good luck!

Today's Ypulse Interview with Neil Howe, President of LifeCourse Associates, kicks off the first in a series on a few of the Ypulse Youth Marketing Mashup Event speakers we have lined up. Consider it a sneak preview to the wealth of insights you should expect at the big event in May and yet another reason to register today and qualify for Early Adopter Rates!

This year, we were lucky enough to land historian and demographer  Neil Howe as our keynote interview. Along with co-founding LifeCourse Associates – a marketing, HR, and strategic planning consultancy serving corporate, government, and nonprofit clients — Neil has coauthored six books with William Strauss, including Generations (1991), 13th Gen (1993), The Fourth Turning (1997), and Millennials Rising (2000). Today, we catch up on his latest,  upcoming release Millennials in the Workplace, and get a glimpse at what Ypulse President Dan Coates will tap into when he asks Neil about the deep generational forces that are reshaping media, pop culture and technology today.

Ypulse: Tell us about your newest book: Millennials in the Workplace? What can readers expect to learn?

Neil Howe: Well, it's about this new generation — the group of Americans born after the early 1980's — that are the ones now being hired out of college and professional schools. It's a big issue among employers now. They realize that these young people are very different from the Gen X'ers they've been accustomed to meeting over the 1990's and much of the last decade, and they want to know more about them. Their impression is that these kids think of themselves as being special, and they want to be pampered. They're also very programmed; they want to be sheltered; they want long term plans for their careers; they're very close to their parents, often calling them at lunchtime and even bringing them by so they can see where they work! They have different attitudes towards working in teams: They want to work collaboratively a lot more. They're feedback junkies. They need people to evaluate how they're doing and make sure they're on the right track.

But every generation has strengths and weaknesses. They have strengths that you want to work with and they have weaknesses that you either want to guard against or put them in areas where the weaknesses won't really matter. I think the real lesson we have for employers with all generations is to have a division of labor. Have different generations concentrate on the tasks that they do best. If you want visionary leadership, if you need to redefine your corporate culture, go to your Boomers. If you need to apply incentives in a creative out-of-the-box way, if you need that cost-cutting, reality shock therapy done to your department, get your X'ers to do it. But if you want a group of people to come together in a team and to design a system and a protocol to get everything working effectively in an organized fashion, if you want to improve the morale of the group, get your Millennials to do it.

YP: What are common misconceptions attached to this generation? What do people just get wrong?

NH: An interesting complaint among a lot of older people is how this generation wants to be praised all the time. And from a Millennial perspective what's really going on is that they think of Boomers and X'ers as being downbeat and cyncial about where they work, and they would prefer to work at a place where people feel good about what they do. They feel their company is actually contributing to the community. For a lot of X'ers that was never really that important, i.e. "Let the market sort it out. I don't have to really worry about what I'm doing. If someone wants me to do something, I'll do it, Then I go home. So why should I care about that?" Different generations, different perspectives.

You know, people often make up their minds about what young people are fairly early in life. They often extrapolate the trends that were in place for their own generation, and then they never really rethink it. They never really revisit the subject very much. For example, many Boomers came of age at a time when almost every youth indicator was moving in the direction of increasing risk-taking and dysfunction. For example, from the first to last Boomer birth year — for people born in the early 40s and late 50s — educational achievement scores were going down, crime rate was going up, violent crime was going up, teen pregnancy going up, suicide, self-inflicted accidents, drugs, all down the line. Then a lot of these trends were echoed in a weird way with Gen X.

A lot of Boomers just think that's the way it is. They think, "We live in a declining civilization. We live in a time of rising youth decadence. That's just the trend." Everything they hear on TV and everything they hear on the radio magnifies that or rather, magnifies that impression. One of the things I often bring up to people, and I cite data that shows this very clearly, is that Millennials as a generation are pushing all of these indicators in the opposite direction. We've seen a tremendous decline (65-70%)  in serious violent crime among teenagers over the past 15 years, a decline in teen pregnancy, decline in teen abortion, decline in the use of alcohol and cigarettes. Also, we've seen a rise in many indicators of educational achievement. And I find that when I lay these out, and when I talk about them in the context of the new generation and why this is happening, they're genuinely surprised. This is how you demolish myths.

YP: You've said that contrary to popular belief, Millennials are not simply defined by the technologies that have surrounded them since birth. Can you expand on that idea?

NH: The fundamental proposition here is that people spend too much attention on how technology shapes a generation. We spend a lot more attention on how a generation shapes technology. When you look at that causal link, when you reverse the direction of causality, it's a perspective that allows you to project the future of technology. Because once you understand what a generation is, you're going to come up with some pretty good ideas about how they will apply that technology differently as they mature.

For example, if you knew in the late 60's or 1970's that Boomers were a very individualistic generation (This is what the demographer Cheryl Mercer called the master trend of Boomers — Individualism, self-sufficiency, doing it yourself) then you might have predicted that they would want to take their parents' mainframe computers and refashion them into personal computers with one on everyone's desk so that each person could be personally creative. By understanding the generation, you can make predictions about where the technology is going. Gen X took that individualism further. Of course, what was very important to Gen X'ers, what we know from a lot of polling data, was figuring out what was going to work in the marketplace. How are you going to buy low, sell high and make some money from it? I think one of Gen X'ers' most cardinal contributions to the expansion of information technology on the web is the development of web commerce. It wasn't Boomers who thought of that, it was Gen X'ers who thought of that in the 1990's.

I think now that we look at Millennials, they are beginning to have their impact on technology, the huge contribution is the way they're redirecting it is towards community, towards the team, towards the group. Everything from the use of texting and IM, to Facebook, to keeping contacts through mobile phones, that makes older people joke that your generation is completely tethered together all day long.

Each of those changes come along as a surprise if you're just looking at the technology. You think, "Wow I never knew that was coming." But when you look at the generation that's coming along, and you look closely at who they are, you can actually predict the direction in which some of these changes are likely to go. On the other hand, if you're just looking at how this technology shapes this generation, it's not going to give you much of an idea of what the next technology will be.

YP: In your research, what has been the most unexpected discovery about Millennials? What has surprised you?

NH: There are always surprises. It's less in the broad elements or broad direction of the generation, but the individual things it does that are often surprising. We knew, for example, that this generation was going to be a political powerhouse: It was going to vote more, be more politically, civically engaged. We didn't predict that two-thirds of them were going to vote for the Democratic ticket for Barack Obama in 2008. That was a surprise. Not entirely unexpected. This was the party of collective action and government, who seemed to have an optimistic view of the future. There were a lot of elements that resonated with Millennials. But that was a surprise.

Looking forward politically year to year, who knows. Right now actually, a report just came out of the Institute of Poltics at Harvard suggesting that Republican Millennials are motivated to vote in 2010 for the Democratics. What does that mean? That's much harder to say.

YP: What can Mashup attendees expect to take away from your keynote interview?

NH: What I like to do with a group is to give them some insight towards what I've done. How I look at generations. Two big points I like to impress upon people is 1) that generations are a lot more important, a lot deeper than just different experiences with pop culture and technology, which is the way a lot of people see it, i.e. "I came of age in the 60s so I know about four track tapes and The Who. If I came of age in some other decade, then it changes me in that way."

Generational changes are much more profound than that. They involve being shaped very differently by a time in history, and as a result, having a very different attitude towards family, religion, politics, risk taking, career, product, work ethic, all of these things. It's a completely different collective temperament. A different set of life priorities. These will express themselves in technology, in the pop culture, in their choices of careers, in education, but underlying that is something that's not going to change. It's a different way of looking at the world. It will grow older and it will leave its mark on every age group that generation passes through. I often get asked by people, why is it now that people even in their late 30s, early 40s are watching all these reality and survival shows? Because this is the generation that grew up as kids in the 70s. With the new realism and Judy Blume, it was all about reality and survivng. There are certain preoccupations, an agenda that stays there.

The second point is don't look to someone like me to say what you should and shouldn't do in marketing, how to fashion your marketing messages. What I really like to do, what gives me a much greater sense of accomplishment, is to teach people and inspire people to think generationally themselves. To draw their own links so that when you're looking at a target audience, you're thinking, "How did they grow up? Who were their parents? How were their experiences different? What other evidence do we see in the collective life story of those people that are different from mine and likely to be different from their kids?" That way they can draw their own connections and apply the generational method for themselves. You can give a person a fish, or you can teach them to fish. And it's teaching how to do it that gives me a lot more satisfaction.

More on Neil Howe : Neil Howe is a historian, economist, and demographer who writes and speaks frequently on generational change in American history and on long-term fiscal policy. He is cofounder of LifeCourse Associates, a marketing, HR, and strategic planning consultancy serving corporate, government, and nonprofit clients. He has coauthored six books with William Strauss and his other coauthored books include On Borrowed Time (1988). He is also a senior associate at the Center for Strategic and International Studies, where he helps lead the CSIS "Global Aging Initiative," and a senior advisor to the Concord Coalition. He holds graduate degrees in history and economics from Yale University. He lives in Great Falls, Virginia, with his wife Simona and two children, Giorgia and Nathaniel.

FDA cracks down (on tobacco marketing to kids and teens, including magazine ads like the Camel No. 9 that recently came under fire. Also teen girls decide to diet based on their peers.) (CNN) (Reuters)

- Kotex controversy (in a case of life imitating commercial art, network censors come down on the brand for spots that use the word "vagina" and even the more euphemistic phrasing, "down there") (New York Times, reg. required)

- College students use Wikipedia (as a starting point for research.. and don't always cop to the act. Wonder if this would come as a surprise to many profs. My guess is not.) (Ars Technica)

- Smokescreen wins @ SXSW (Channel 4's alternative reality online reputation game takes home the Best Game award at SXSWi this week. See our site profile and interview with Alice Taylor on Ypulse. Plus virtual world Webosaurs goes mobile with the Dino Surf iPhone app) (Newser) (Virtual World News)

- Future bankers (among other MBA candidates aren't worried about the economy affecting their job prospects) (CNBC)

- MIKA releases 'Kick-Ass' music video (a month before the film's release. Will the buzz hold? Also Jason Segal to star in the new Disney "Muppets" movie he's co-writing. And a less than enchanted analysis of relationship models in Disney films) (BuzzFeed) (Cynopsis Kids) (Cracked.com)

- Limited play (takes its toll on teen behavior. Also a string of suspected suicides at Cornell raises concerns about academic-related depression. And AllState releases its ranking of the Best States for Teen Drivers) (MediaPost, reg. required) (New York Times, reg. required)

- Don't Panic (more UK coverage on Facebook's consideration and ultimate dismissal of installing a "panic" button. Speaking of.. more data on ChatRoulette use finds a lot of media chatter, very little Roulette action) (BBC News) (ReadWriteWeb)

- What the 'Sex and the City' prequel (gets wrong about a teenage Carrie. Thanks Melissa! Also first reviews are rolling in for the latest kid lit to hit the screen "Diary of a Wimpy Kid") (Salon, day pass required) (Variety, reg. required)

Today's Ypulse Guest Post comes from Robin Boyar, Founder of thinktank research and strategy, who reports back on emerging trends she spotted at the Game Developers Conference recently held in San Francisco.

If you work in youth media or marketing and have an idea for a guest post, feel free to email me.

New Game Rules For Youth Market @ GDC

With hundreds of lectures and events, Game Developers Conference (GDC) is the world’s largest video games industry conference. Hosted last week in San Francisco, GDC highlights the current state of interactive entertainment and provides insights into future consumer entertainment habits. The record attendance at GDC underscores the continued strength of the video game industry, now a $40B global market.

How has gaming grown? Interestingly, before the turn of the millennium, video gaming was the province of teenage males—pasty faced boys that spent hours hanging out in their parents’ basement playing all sorts of role playing and "shoot em up" games on their PC and console systems.

However, the advent of casual online PC games and new platforms such as the Xbox 360, PlayStation 3, Wii, and mobile phones have widened gaming’s appeal. As such, over two thirds of all U.S. adults play some type of video game regularly. Young consumers are the most ardent gamers– almost all male and three quarters of all female tweens and teens play video games weekly.

At GDC, the hottest new platform was social gaming—e.g., games played on social networks such as Facebook or MySpace. These games, such as Zynga’s FarmVille or Playdom’s Sorority Life utilize game mechanics from older video game genres such as role playing (e.g., Pokémon) or life simulation (e.g., SimCity). Players build, collect, and customize environments and characters and interact with their friends and other players via the social graph. With over 80% of all teens visiting social networks, millions of teens are playing these games regularly.

With over 3 billion downloads and gaming the #1 category, the iPhone continues to be a strong gaming platform, and as such, iPhone gaming was also a popular topic at GDC. However, with over 25,000 gaming apps, many of the GDC sessions focused on building awareness and monetizing consumers. In many cases, the consumers that can afford and have access to purchase content online are typically 18+. (thinktank’s internal research confirms that while teens are the most frequent users of services such as video, music and gaming on their cell phones, they are less likely to own smartphones such as the iPhone or BlackBerry compared to those 24-35).

This creates a conundrum for content makers, because while teens have the greatest amount of leisure time, and as such, are the biggest consumers of entertainment, they are often the ones with the least amount of disposable income or ability to pay via credit cards. Thus, strategies to target younger gamers may include game cards, subscriptions, or the old standby, "nudging Mom."

On that note, monetizing consumers through online connectivity was another big theme of the conference. While subscriptions have been around for years for online PC games such as Club Penguin and World of Warcraft, many companies (especially social gaming ones) are utilizing free to play models that rely on sales of virtual goods via small micro-transactions of a few dollars or less. Many gamers, especially females, buy digital goods to customize their online characters or worlds, or to gift these digital items to others.

Lastly, while console gaming is no longer the “main event” at GDC, the Xbox 360 and PS3 were still seen as strong platforms, especially as their online services (Xbox Live and PlayStation Network) facilitate a variety of online and offline play through casual games, virtual worlds and other interactive entertainment. Teens and tweens continue to play these games, especially in social situations with other friends and family members. However, the buzz for Nintendo's Wii and DS was oddly quiet, reflecting that these platforms may be in decline for teens and younger audiences. This may be due to the relative dearth of quality content for these platforms.

As such, moving forward, the greatest opportunities for those interested in building interactive entertainment experiences for young consumers continues to be on the online PC and console platforms. Innovative, fun, and easily accessible content will continue to draw teens and tweens.

Editor's Note: For even more research on youth and gaming, check out the Ypulse Research January Report.

About Robin

Robin Boyar is the founder of thinktank, a San Francisco Bay Area market research and strategy consultancy specializing in the digital consumer. Areas of focus include gaming, online, mobile, entertainment and young people. Robin has over fifteen years market research experience in interactive mediums. Previous to founding thinktank, she led research efforts for Electronic Arts and Pogo.

Kotex looks to 'Break the Cycle' (of embarrassment associated with feminine care products by skewering traditional ads in a campaign for its new "bold:" line "U by Kotex." Watch the first spot here. Also Sears and Macy's drive prom sales with social media. And location-based app CauseWorld asks users to "check in" at retails stories for charity) (MediaPost, reg. required) (BrandWeek) (Ad Age, reg. required)

- How privacy gets lost online (through the accumulation of small disclosures. Also new data on ChatRoulette finds most users are male. And the WSJ spotlights MTV's new digital abuse monitoring tool) (New York Times, reg. required) (TechCrunch)

- 'MTV Hired' (a new MTV documentary series following recent grads on their elusive hunt for employment debuts on May 6. Thanks Lindsey! Also early critics come out against The CW's "Fly Girls," a new reality show featuring real Virgin America flight attendants. One brand consultant deems it "Jersey Shore goes to flight.") (Business Insider) (WSJ, reg. required)

- Old is the new young (with adults maintaining adolescent values and teens appearing more adults, recent research point to a generation-wide "Freaky Friday" moment ) (Adweek)

- Intel Science Talent Search finds a winner (in 18-year-old Erika DeBenedictis who developed a software navigation system to improve spacecraft travel through the solar system. Wowza. Plus cybersecurity company Trend Micro launches a ugc contest to find the bet internet safety story) (MSNBC)

- Under pressure (a new study finds fear of social rejection may be a more powerful driver than taste for music purchase decisions in adolescents. And in case you missed it Katie Couric interviews tween sensation Justin Bieber on her @katiecouric web series) (Scientific American) (CBS News)

- More pre-Bologna deals (Egmont USA puts down six-figures for the worldwide rights to Ilsa J. Bick's Ashes, a new young adult dystopian thriller trilogy) (Cynopsis Kids)

- 'MacGruber' @ SXSW (the latest full-length SNL film draws mixed reviews from Reuters and Ain't It Cool News. Plus "The Myth of the American Sleepover" takes on the ever popular "one crazy night" genre. And even more props for comic book film 'Kick-Ass.' I'm officially stoked) (WSJ) (Pop Candy) (Cynopsis Kids)

- Pepsi drops out of school (making a pledge to remove high-calorie sweetened drinks from schools of kids under 18 by 2012) (USA Today)

- YouTube launches 'Musicians Wanted' (a new service to help select indie bands generate revenue through video views. Also MTV Europe Music Awards moves to Madrid) (Wired) (Variety, reg. required)

Today's second Ypulse Youth Advisory Board post is from our resident techophile Michael Hayball on the apps he loves and why. Though the brand of smartphone (Google's Android vs Apple's iPhone) might put him in the minority, his apps of choice and enthusiasm for all devices converged aligns with other indicators we've seen (iPhone moms, rapid rise in tween/teen iPod Touch owners) that the elusive point of mass adoption remains just on the horizon.

Remember, you can communicate directly with any member of the Ypulse Youth Advisory Board by emailing them at youthadvisoryboard at ypulse.com…or just leave a comment below.

An App For Every Occasion [And Any Smartphone]

Since the invention of the iPhone and subsequent creation of the app store, applications for cell phones have shot into the mainstream improving the quality of life for folks (err.. smarphone and iPod Touch-owning folks) around the world. I for one can't go a couple hours without checking my cell phone, something that I would have done two, maybe three times a day in the past, and that’s if I got REALLY bored.

Now with my Droid, I can get my email, texts, chat, music and internet all on my phone, among other distractions. Side note: if you missed that brand dropping, I’m running Android, so your mileage may vary in regards to these apps.

Like most, my apps vary in their purpose, but one of the main functions is to serve my musical needs. Shazam, for instance, is a great app that tells me what song is playing on the radio at any given time, or Pandora, which is a mobile-version of the delicious multi-purpose musical app that I use as a radio in my car, for relaxation during a nap, and anytime I’m tired of my music collection. Speaking of which, another notable app, iMusic, allows me to obtain “legally owned songs” from the internet. Again, one step closer to never needing to open my iTunes on the computer.

As far as social networking, Facebook on the Droid is also pretty great. Facebook on Android, or at least on my phone, connects to my phone like the Na’vi to Pandora. I can type in a name on my phone, and even if I don’t have their name, as long as they have a phone number on Facebook, they will show up. This unfortunately means that my phone is also a bit of a creeper…

It won't come as a surprise that chatting with my friends is also a priority, and AIM (AOL instant messenger) for Android is a godsend. This is not just because it’s better than the third-party apps, but because the newest version of AIM connects your Facebook chat to your phone, which means you’re one step closer to never going back to a computer ever again.

Unlike what Steve Jobs would like you to believe, for me the phone is actually a great way to read books, and Aldiko is my reader of choice. It has a sizable bookstore of free, original ebooks, and allows you to import your own.

There are also more irreverent apps with little practical use at all. I have one that allows you to “imitate” Mario of Nintendo fame. There’s an app for the creation of lolcats, and a synthesizer app that allows you to make music by just moving your fingers around the screen. There’s even a dog whistle app! This ironically attracts my cat more so than annoys my dog, though. Apps in smartphones are huge these days, and as you can tell, they come in wide varieties. I may have an Android phone, but even I can appreciate that there really is “an app for that.”

About Michael

Michael lives a simple life in Allen Park, MI. When he is not attending Henry Ford Community College for his Associates, he can be seen chatting and socializing around campus and the local coffee shop. He enjoys a good iced caramel cappuccino, or a regular coca-cola. Michael loves what he calls “The Blog Music," and he was and still is raised on a steady diet of electronic music and old-school hip hop. Michael hopes to work for Spin magazine one day, and screams like a little girl every time a new issue comes to the local coffee shop.

Today's Ypulse Youth Advisory Board post comes from Lauren Williams on the rise of watchable web series and her personal favorite, Felicia Day's "The Guild," which tied with "The Bannen Way" in leading Streamy Award nominations this year. Remember, you can communicate directly with any member of the Ypulse Youth Advisory Board by emailing them at youthadvisoryboard at ypulse.com…or just leave a comment below.

The Streamys, 'The Guild' & The Future Of TV On The Web

While some of us think television on the television is inevitably dying-dying-dead, television on the Internet just won’t quit. The moment YouTube appeared in February 2005, online content rapidly grew from funny squirrel-on-skateboard videos, to fan-made mashups of movie clips and music, to average people talking into their cameras (aka VLOGS), to creative spoofs of the latest cinematic blockbusters. It was only inevitable that the now explosively popular “web series” would stake its place in the world of online videos. From the beginning, independent filmmakers found an outlet for their ideas, ideas often rejected or deemed too limited in scope to warrant a studio’s funding. Red vs. Blue (2003-2007), a parody of popular first-person shooter video games like Halo, acquired over 100 million views, establishing the “web series” as a viable commodity. Since the series’ first run, an insatiable slew of new shows have taken up residence online.

"The Guild" is only one of many web shows currently leaving its mark. Initially a television pitch, "The Guild" follows a group of online friends playing Not-World-of-Warcraft who one day decide to meet IRL. Seriously? A web series about gamers? I’m only surprised it took so long. Felicia Day, writer, producer, and star of the hit-satire, fed up with a lack of interest from Hollywood, braved the odds and went directly to the public. Lo and behold, the YouTube generation (ahem, us) took to the show like a moth to a flame.

Personally, I was led to "The Guild" by an obsessed "guildy" who forced me to watch all three seasons in a row. My experience with web shows was limited to the studio made mini-sodes for NBC shows like "Community." "The Guild" surprised me with its independent tone, yet high quality standards. Clearly I wasn't the only one. The effortless portrayal of quirky gamers paired with the pop culture saturated, witty banter of the most critically acclaimed serials quickly built up fanatical favor. Felicia Day herself inspired the Emmy Award winning, Joss Whedon musical, "Dr. Horrible’s Sing Along Blog," thereby catapulting the young actress to cult-stardom. My guess is it’s only a matter of time before Felicia Day takes hold of America’s… ahem, interest, à la Whedon’s other investments: David Boreanaz, Nathan Fillion, Alyson Hannigan, and Sarah Michele Gellar, et al.

Since its debut, "The Guild" has had to beat back executives as networks vie for the rights to turn the popular web series into a moneymaking sitcom. The question I would ask is whether "The Guild" could survive the aggressive retooling by a network and a competitive slot on prime-time lineup? While webisodes are on the rise (sometimes the mini episodes of"The Office"  are funnier that the actual show), viewers still enjoy a 20-minute commercial-littered NBC or CBS comedy once a week. Perhaps it’s the higher production values, or maybe it’s those extra 10 minutes that help connect viewers with characters. The main issue for web series is how they will be profitable. Web shows, like film shorts, are perfect platforms for inventive new talent; however, they are just not very viable where money is concerned. Only time will tell if the age of the web series is a passing fancy or a groundbreaking achievement in the future of TV.

For now, you can look for "The Guild" on YouTube; new episodes of Seasons 3 posted every week. Also, see if The Guild wins its second Streamy award on April 11th.

About Lauren

Lauren recently spent a harrowing year in England where she overcame her life's demons and finally found her answer to that itching question "What do you want to be when you grow up?" Currently, she is completing her final year at Northern Arizona University. She will graduate this spring with a BA in English and a minor in Cinema and Visual Culture. Meanwhile, she is keenly stressing herself out by volunteering to take on a 60 page undergraduate thesis about Superman. When not studying, Lauren enjoys watching ungodly amounts of television. An All-American girl, Lauren loves baseball, Coca-Cola, cherry pie, and violent action films. Her favorite pastimes include hanging out in grapefruit trees, building complex civilizations out of LEGOS, and digging for dinosaur bones in the sandbox.

Gender-neutral housing (a movement that started to accommodate GLBT students is beginning to gain wider acceptance with about 50 schools nationwide offering students the option. According to officials, most are platonic friends. Also Jezebel on a heated debate over gender sparked by HerCampus.com's "Mr. Wellesley Freshman" contest) (Los Angeles Times, reg. required)

- Cornell warms up to Andy Bernard, (the fictional alum played by Ed Helms on "The Office" who often makes the Ivy League a punch line. And real college students help L.L. Bean try on a younger look for a new signature collection) (AdWeek) (The Boston Globe)

- The John-Boy problem (and the boardroom ratio of those who catch that reference and those who don't illustrates how out of touch Boomer managers at American corporations are with Gen Y'ers. Thanks Derek! Meanwhile more employers are looking to loosen the traditionally rigid work schedule to accommodate moms and Millennials. And parents look to manners classes to help instill young folks with good "old fashioned" tech etiquette) (Economy Beat) (NPR) (trendcentral)

- Study on Gen Y giving (suggests charities will have to work hard for their donations. According to the results, Millennials tend to be less loyal to an organization and hold high expectations for online attempts to attract them. Plus insights on direct mail vs. online and the emerging channels of mobile and social media for charitable giving)

- Aéropostale seeks 'Real Teens' (in a contest to find and recognize do-gooder teens for making a difference. Plus Clean & Clean and Gen Art launch a crowdsourced competition challenging aspiring designers to create the ultimate Prom dress. And The Onion A.V. Club launches Undercover, "a new music-video web series in which 25 different bands are being invited to cover 25 different songs — some beloved classics, others cheeseball karaoke standards," sponsored by Starbucks) (AdAge.com, reg. required)

- 'Pride and Prejudice and Zombies: Dawn of the Dreadfuls' (check out the book trailer to the – wait for it – prequel to the book that started the trend of undead classics. Also read an excerpt from the upcoming SATC prequel The Carrie Diaries) (GalleyCat) (Teen Vogue)

- 'Check Yo Nutz!' (is the memorable catchphrase of a soon-to-be-launched youth-targeted public health campaign to raise awareness around testicular cancer fronted by – what else? – a squirrel. Also an American Legacy Foundation study finds new Camel No. 9 ads appeal to teen girls) (USA Today)

Today we expand our Ypulse Youth Advisory Board review coverage once again with Megan Reid who critiques the recently launched Jean Paul Gaultier for Target line — the latest luxury brand to get the mass mass market treatment. Arguably the happiest byproduct of the recession for teens and twenty-somethings on a budget, the downturn-boosted trend seems here to stay. Let's here what Meg has to say about this recent offering.

You can communicate directly with any member of the Ypulse Youth Advisory Board by emailing them at youthadvisoryboard at ypulse.com…or just leave a comment below.

YAB Review: Jean Paul Gaultier For Target

The line
Last week, Jean Paul Gaultier, currently head designer at Hermés and at the helm of his eponymous couture and ready-to-wear brand, debuted his Jean Paul Gaultier for Target line at 250 stores nationwide.

The buzz
I first read about this Designer Collaboration last October on the New York magazine site, just after seeing shots of his over-the-top, shiny, trench coat-heavy Spring 2010 collection. Since then, major magazines like InStyle, Teen Vogue, and a host of fashion bloggers have chimed in on the styles. I was really excited, but I remember reading a lot of mixed reviews—Papierdoll questioned the styling and appeal of some of the “baffling” press shots, while Jezebel ran the line through a round of “Fab or Fug?” with the header “Someone’s Line for Target Includes Too Much Tattoo Print” (it wasn’t Zac Posen). Most recently, I read this piece from the Huffington Post wondering why the collection was selling out online, but had less luck in-store.

The look
Gaultier says his line was inspired by the American woman, which makes sense since the French designer became a household name designing show-stopping outfits for the Material Girl herself. Target’s mini-site for the collaboration encourages shoppers to “choose their muse,” and style videos highlight punk, Hollywood glam, ingénue, hip hop, and rock ‘n’ roll personae. I could definitely see traces of old-school Madonna in some of the pieces (cropped tights, strapless mini-dresses, ripped off-the-shoulder tees), while striped t-shirts recalled some of Gaultier’s more iconic runway looks. I was especially excited about a sunny yellow halter dress with a swingy full skirt (pictured here) —it looked like something I could layer with a t-shirt or cardigan for class, or just as easily dress up for a family dinner or night out dancing.

The price tag
Prices range from under $20 for swimwear and embellished tees to $199.99 for leather jackets. Though most of the pieces are in a price range that fit my student budget, I always find pricing for higher-end collections at lower-budget stores a little iffy. Sure, paying $50 for a designer dress would generally be a steal. But when that dress with cachet is hung less than ten feet away from an equally adorable outfit for under $15, I tend to think a little longer about my purchase. That said, I’ve bought several pieces from Target’s designer collections with Temperley, Proenza Schouler, and Rodarte (all once they were on sale, though!), and haven’t been disappointed.

The verdict
I went to Target with a friend the day the collection hit stores with the sole purpose of checking out Jean Paul Gaultier for Target. There were several other college-aged girls clustered around the racks when we arrived, and some sizes were already sold out. I found it less sophisticated than other Target Designer Collaborations—some of the pieces, like a clingy, shiny polka dot slip dress, looked much better online than in person. Sadly, the yellow halter dress I tried on didn’t work, but I might go back in a couple of weeks and try a different size.

Overall, though, it seems like this is a collection that tried a little bit too hard to be fun, edgy, and versatile, and in the process lost sight of its audience. The sheer tattoo-print tops were about as hideous as bloggers predicted, but I could tell that from the promo shots. Some fabrics on otherwise cute styles felt absolutely horrible, and pieces like a bustier/bolero combination in business-y pinstripes seemed to have absolutely no appeal, either for high-schoolers or young professionals.

To style conscious Gen. Y-ers, I’d say that the styles are definitely worth a look: maybe it’d take a braver girl than me to pull off Target’s version of Gaultier. There were some pieces I really liked, like his stripey anchor shirts and cute floral-print swimwear. Plus, some styles I was particularly excited about, like a black strapless dress and embellished trench hadn’t yet arrived. I love Gaultier, and the mission to bring high fashion to the masses, but while I save up for the real thing, I’ll look for these Target styles on the 50% off rack.

About Megan

Megan began writing fashion articles for her local newspaper at age 15, and her work has since appeared in publications like Boston magazine, Mountain Living and CosmoGirl. A former art history and theater student, Meg loves traveling, writing postcards, YA lit, learning to bake, and planning adventures. When she isn’t studying, she's probably dragging someone along on a late-night ice cream/Starbucks run. Meg has lived in four countries and six states, and is completing her M.A. in English at the Ohio State University. This is her second year as a Youth Advisory Board member.

Today we're bringing you our monthly roundup of cool youth media and marketing events you or your company may want to attend. If your company hosts an event relevant to the youth media or marketing space that you'd like us to highlight, email me.

March Event Updates
Ed. Note: For more upcoming events check the last roundup.

March

NYC Teen Author Festival
Date: March 15-21
Location: New York, NY
Description: Organized by the always-awesome David Levithan, the festival runs from March 15-21, features 70+ YA authors, and includes readings, panels, and signings all over New York City. More

Marketing 2.0 Conference
Date: March 22-23, 2010
Location: Paris, France
Cost: € 980.00 (Standard 2 Day Pass) – € 1,480.00 (Late Pass)
Description: At Marketing 2.0 Conference, learn from brands’ social media initiatives, advertisers, researchers and analyst. Hear from leading people in the Social Media business on their strategy, revenue models and how they are approaching the upcoming trends in the Social Mediasphere. Worldwide case studies from global brands and corporations on their use of social media. Examine the current market conditions, future forecasts and predictions from leading researchers. More

TEDxTeen
Date: March 27
Location: New York, NY
Cost: Free admission by Request
Description: TEDxTeen has curated a lineup of international youth (sprinkled with some compelling adults who made big waves as teens) who are tackling the big questions and big problems with passion and action. What are teens across the globe doing to make a difference? You might be surprised! More

April

2010 Nonprofit Technology Conference
Date: April 8-10
Location: Atlanta, GA
Cost: $559 (Member) – $759 (Non-member)
Description: During challenging times, true innovators collaborate in an effort to maximize their effectiveness. In 2010, NTEN is proud to announce the Georgia Center for Nonprofits as the NTC Local Host. NTEN and the Georgia Center for Nonprofits will come together to provide an unparalleled meeting ground for drawing on the expertise and commitment of the nonprofit community. GCN will bring the successful Georgia Nonprofit Summit Conference to the NTC in the form of the Leadership Summit Track. More

The Analytics Revolution (SDForum)
Date: April 9
Location: Mountain View, CA
Cost: $65 [SDForum Members] – $140 [Non-members On-Site]
Description: How are analytics changing the way we do business? Advances in analytics are creating new business models and supporting the rise of new companies. Existing businesses and companies are being transformed as they take advantage of new breakthrough analytics technologies. This one day conference will explore recent advances in analytics, new opportunities afforded by these advances, and ways companies can take advantage of the analytics revolution in progress. More

PSFK Conference New York 2010
Date: April 9
Location: New York, NY
Cost: $350
Description: For the fourth year, PSFK returns to Manhattan to host one of the most inspirational events available for creative professionals today. PSFK Conference New York will bring together a large crowd of likeminds to learn and share new ideas that will help us make tomorrow better. More

The 140 Characters Conference
Date: April 20-21
Location: New York, NY
Cost: $80 [One day] – $140 [Regular Two Day Pass]
Description: The 140 Characters Conference: New York City (#140conf) will be taking place April 20-21, 2010 at the 92nd Street Y. This event is shaping up to being the largest worldwide gathering of people interested in the effects of the real-time Internet on both business and “we” the people. More

FOSI Gulf Conference: Creating a National Consensus for Online Safety
Date: April 26-28
Location: Manama, Bahrain
Cost: N/A
Description: The Telecommunications Regulatory Authority of the Kingdom of Bahrain, in partnership with the Family Online Safety Institute is hosting what promises to be an outstanding event. In pursuit of a national consensus for online safety and in support of its ICT strategy to empower the e-Kingdom of Bahrain, this ground-breaking conference is the first of its kind in the Gulf region. The conference will bring together specialists from the region but also from around the world to engage all stakeholders in this Web 2.0 challenge, to prepare Bahrain and the surrounding countries for 21st century citizenship. More

National Film Festival for Talented Youth [NFFTY]
Date: April 29-May 2
Location: Seattle, WA
Cost: $10
Description: NFFTY is the largest and most influential film festival for young filmmakers (age 22 and under). NFFTY occurs each spring in Seattle, Washington and includes 100+ film screenings, filmmaking panels, concerts by youth bands, and opportunities for young filmmakers to network with industry professionals and each other. Young filmmakers from around the world submit feature-length and short films in narrative, documentary, animation, music video, experimental, and international categories. More

May

ROFLCON II
Date: April 30-May 1
Location: Boston, MA
Cost: $45 [Student] – $500 [Mystery Pass]
Description: Another two days and two nights of the most epic internet culture conference ever assembled. Informed commentators suggest that this may be the most important gathering of humanity since the fall of the tower of Babel. And yes, we're still looking to get Goatse. More

Social Gaming Summit
Date: May 6-7
Location: San Francisco, CA
Cost: $95 [Student] – $650 [All Access]
Description: This year's Social Gaming Summit is a one and a half day event focused on the intersection of games and the social web. The event will focus on helping social games developers build, monetize, and grow their social games. We're bringing together the leaders in free-to-play games, social networking, and payments infrastructure for a full day of panels and talks. More

The SF MusicTech Summit
Date: May 17
Location: San Francisco, CA
Cost $129 [Early Bird] – $499 [On-Site]
Description: The SF MusicTech Summit will bring together 700-plus visionaries in the music/technology space – the best and brightest entrepreneurs, developers, investors, service providers, journalists, musicians and organizations who work with them at the convergence of culture and commerce. We meet to discuss the evolving music, business and technology ecosystem in a proactive, conducive-to-dealmaking environment. More

NARM [National Association of Recording Merchandisers] 2010
Date: May 15-17
Location: Chicago, IL
Cost: $309 [Individual Member] – $1,699 [Non-member Full Registration]
Description: Make plans to make connections at NARM 2010, where you will network face-to-face with high-level decision-makers in the music business. Rub shoulders with industry veterans and get to know the young minds shaping the future. With the most diverse collection of labels, distributors, retailers, online sellers, mobile operators, and music enthusiasts gathered in one place, this is the meeting ground for the most knowledgeable and influential people in the business. More

INplay the Conference
Date: May 18-19
Location: Toronto, Canada
Cost: N/A
Description: INplay is a new unique international event in Toronto Canada (May 2010) that will connect kids creative industries invested in the development of interactive products and services. INplay is for game developers/publishers, broadcasters, content producers/distributors, interactive/mobile/social media developers, toy/game manufacturers, book/magazine/comic publishers, marketers, researchers/child psychologists and all businesses with interest in the kid’s space. More

Mediabistro Circus
Date: May 20
Location: New York, NY
Cost: $150 [Student Pass] – $300 [Standard after April 28]
Description:The ever-dynamic Mediabistro Circus returns as a forum for exchanging ideas with foremost thought leaders. This year, the Mediabistro Circus focuses on women as visionary leaders who have challenged traditional thinking at a time of great economic upheaval. Some have rewritten conventional rules as they lead organizations in media and technology. Others have surmounted huge challenges as they built startups into viable businesses. All have uncovered new ideas about growth, change, and innovation. More

Ypulse Youth Marketing Mashup 2010
Date: May 24-25
Location: San Francisco, CA
Cost: Registration now open: $845 (Early Adopter rate available until April 2, 2010) – $945. Non-profit rates also available!
Description: The 2010 (fourth annual!) Ypulse Youth Marketing Mashup is a two-day conference where today's top brand, corporate and social marketers, media professionals, educators and non-profit organizations gather to share best practices, research and the latest strategies on marketing to youth with technology. Don’t miss this year’s keynotes Neil Howe, who coined the phrase "The Millennial Generation," and anthropologist/Intel Fellow Dr. Genevieve Bell! More

June

The Online Community Unconference
Date: June 9
Location: Mountain View, CA
Cost: $95-250
Description: The Online Community Unconference is a gathering of online community practitioners – managers, developers, business people, tool providers, investors – to discuss experience and strategies in the development and growth of online communities. Those involved in online community development (and social software in general) share many common challenges: community management, tools, marketing, business models, legal issues. As we have found with our past events, the best source of information on all of these challenges is other knowledgeable practitioners. More

TWTRCON NY
Date: June 14
Location: New York, NY
Cost:$445 [Early Adopter[ - $595 [After April 30]
Description: At TWTRCON NY, a one-day conference focused entirely on the business use of Twitter, you’ll see case studies and learn best practices from leading organizations that are using the real-time web to deliver bottom-line results. More

ISTE [International Society for Technology in Education] 2010
Date: June 27-30
Location: Denver, CO
Cost:$207 [Current Member] – $369 [Regular Non-Member]
Description: As we look forward to ISTE's 31st conference and exposition in Denver, the time is right to set our sights beyond the horizon and begin building our agenda for the future. As ISTE's global membership continues to grow, the urgency to share proven ways technology improves education grows, and the ease of using web-based tools to communicate and collaborate with each other grows. Colorado's Rocky Mountains are a perfect reminder of how high we've climbed to get here…and how much potential exists to take Ed Tech the extra mile high! They are a perfect symbol of the heights we've attained and offer a view of our intention to reach even greater achievements and milestones in educational technology! More

July

Aspen Ideas Festival
Date: July 5-11
Location: Aspen, CO
Cost: $1225 [Student Pass] – $2450 [Festival Pass]
Description: Entering its sixth year, the Aspen Ideas Festival is a conversation-packed exploration of some of the most important ideas and pressing issues we face. Presented by the Aspen Institute and The Atlantic magazine, the Festival strives to highlight the ideas of experts at the forefront of their fields and of leaders whose actions are changing the world. More

SIGGRAPH 2010
Date: July 25-29
Location
Cost: $395 [Student] – $1,220 [Non-member]
Description: SIGGRAPH 2010 will bring together the “People Behind the Pixels” – the brightest minds in computer graphics to share ideas and knowledge on many diverse industry disciplines. From students to studio executives, from scientists to research. More

September

The NY Games Conference
Date: September 21
Location: New York, NY
Cost: $599
Description: The most influential decision-makers in the digital media industry gather at NY Games Conference to network, do deals, and share ideas about the future of games and connected entertainment. NY Games Conference – now in its 3rd year – features lively debate on timely cutting-edge business topics. Executives from publishers, developers, advertising, investment firms, social networks, technology providers and content companies mingle together at this top industry event. More

Brand Licensing Europe 2010
Date: September 29-30
Location: London, UK
Cost: N/A
Description: Brand Licensing Europe 2010 – taking place September 29 – 30 at Olympia in London is the only pan-European event dedicated to licensing and brand extension. Now in its 12th successful year, Brand Licensing Europe 2009 hosted 180 exhibitors and 4862 retailers, manufacturers and sales promotion professionals from 58 countries. More

November

YALSA's Young Adult Literature Symposium 2010
Date: November 5-7
Location: Albuquerque, New Mexico
Cost: N/A
Description: In November 2008, more than 600 librarians, educators and fans of young adult literature gathered in Nashville for How We Read Now, YALSA's first Young Adult Literature Symposium. Over the course of three days, they attended receptions, educational sessions, paper presentations on the dynamic and growing field of young adult literature and enjoyed one-on-one interactions with popular young adult authors. The symposium is sponsored in part by the William C. Morris Endowment. More

Miracle Whip goes Gaga (along with a bevy of other brands lucky enough to be featured in the new Lady Gaga video "Telephone." Not bad product placement if you can get it with the vid racking up 14 million views online over the weekend. Meanwhile MTV corrects a false CNN report of a ban on "Telephone." Viacom was, however, scooped by E! for the premiere) (AdAge.com, reg. required) (PSFK) (LA Times)

- danah boyd on Google, Facebook privacy FAIL (in her well-received SXSW keynote speech, boyd, a Ypulse Mashup advisory board member, calls out both companies for violating privacy by repurposing users’ information in a way they didn’t originally intend) (GigaOM)

- Nice infographic (on the best markets for young adults as ranked by job growth, cost of living, etc. Also TIME on Generation Next with insights from Ypulse Mashup keynote speaker Neil Howe. And more insights from the recent survey on Arab youth) (Portfolio) (via three billion)

- Startling update (on how little young people, especially young men, understand about birth control. Plus MTV's A Thin Line launches a new app today that crowdsources ideas from young people on digital ethics, helping them draw the line between digital use and digital abuse) (Double X)

- 'Percy Jackson for teenage girls' (is the hook attached to a debut YA trilogy from Josephine Angelini recently snagged by Harper Teen for seven figures. Plus Channel 4 in the UK launches Facebook app Bookstash for teens. Also see if any of your favorites made the list of 10 Best Heroes from Children's Fiction. And Mr. Media Radio interviews Sara Zarr) (Publisher's Weekly) (The Guardian) (True/Slant)

- 'Kick-Ass' lives up to the name (according to the early reviews rolling in from SXSW. Also a new trailer for the latest Shrek movie)

- Teen Vogue launches 'Haute Spot' salon services (offering 1-hour, $100 private sessions on makeup, hair and style with Teen Vogue staffers and makeup pros) (Mediaweek)

- Dr. Dre shills for HP (in the rebranding effort to target a young, urban audience with the "Let's Do Amazing" campaign. Also Lauren Conrad goes mass market with the LC by Lauren Conrad line at Kohl's) (Beyond Urban Branding) (MTV)

- Super-size 'Glee' (series creator Ryan Murphy confirms more episodes will be added to season 2. Also E4 renews British teen soap "Skins" but the current cast won't be back. Open auditions will be held next month) (EW) (Guardian)

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.

TransWorld Media has hired Andy Creighton in the newly created role of online content manager. Creighton, who worked previously as the Online Sales and Marketing Manager for Nixon, will oversee the Web sites of all six TransWorld titles in relation to content, design and ultimate usability, while working with staff to generate and maintain traffic. (Transworld Business)

In a cost-saving move, Walt Disney Studios is shutting down Robert Zemeckis' ImageMovers Digital studio in Marin County, which employs 450 people. Those employees will be phased out over the course of the year until the facility closes by January. ImageMovers is completing production on "Mars Needs Moms," which Disney plans to release in March 2011… Disney said the studio was "hoping to create a long-term production deal" with Zemeckis and his IMD partners, Jack Rapke and Steve Starkey, which would include the development of "Yellow Submarine." (Los Angeles Times)

Jordan Berman has been hired as senior vice president, integrated marketing for MTV, the channel announced. Berman will report to Stephen Friedman, MTV’s general manager and Dan Lovinger, senior vice president of MTV's integrated marketing and sales. (The Wrap)

MTV has hired Randy Sosin as senior veep of talent development and programming, reporting to network programming prexy Tony DiSanto. (Variety, reg. required)

Mr Youth hired Ethelbert Williams as vice president, brand development of its newly founded Midwest office in Chicago. Williams joins Mr Youth from Nokia where he served as global head of marketing in the UK and was responsible for driving the company's global marketing roadmap, including acquisition programs for various mobile and online solutions. (Mediapost, reg. required)

John Collins is appointed Retail Marketing Director for EMEA, Nickelodeon and Viacom Consumer Products (NVCP). Collins will report to Kate Scholmann VP/Brand Management International. Collins will work with local consumer products teams and agents to help further relationships with multi-territory retailers including Carrefour, Auchan, Amazon, Tesco, MediaMarkt Saturn and Toys R Us for NVCP's portfolio. He previously worked for Chorion and BBC Worldwide. (Cynopsis Kids)

Caroline Sun has been named senior publicist at Penguin Children's. She had been senior publicist at Macmillan Children's. (Mediabistro, reg. required)

David Dorn, of Warner Music Group’s Rhino division, has been promoted to senior VP of global sales and digital strategy for U.S. repertoire. Formerly senior VP of new media strategy—where he oversaw the labels e-commerce activites—Dorn will now oversee all physical and digital sales. He’s based in Los Angeles and reports to Scott Pascucci, president of Rhino Entertainment. (Billboard)

Wieden+Kennedy hired Rebecca Stambanis as global planning director on the Nike account. Stambanis spent the past three years as deputy head of brand strategy at Goodby, Silverstein & Partners in San Francisco, where she led and managed strategic planning on accounts such as Nintendo, Comcast, Haagen Dazs, The Commonwealth Bank and Dreyers. (MediaPost, reg. required)

For more coverage of youth marketing, go to the Ypulse Youth Marketing Channel sponsored by Youth Marketing Connection

Today's Ypulse Youth Advisory Post comes from Brazilian teen Andre Perez on the recent controversy around a local beer ad featuring American export Paris Hilton. If you haven't heard (see AdFreak's coverage), the campaign for Devassa Bem Loura beer was allegedly pulled for being too sexually provocative even by the racy standards of Brazil. Or was it? Below Andre suggests some other cultural factors might have been at play. As always, you can communicate directly with any member of the Ypulse Youth Advisory Board by emailing them at youthadvisoryboard at ypulse.com…or just leave a comment below!

Why Paris Hilton Didn't Translate To Brazil

Brazilian beer commercials can be quite distasteful, but at least they usually make a point of trying to represent the Brazilian lifestyle. Besides trying to highlight Brazilian traits, companies traditionally choose spokepeople with whom the general public can empathize (be it a comedian, a soccer player, the current sex symbol or a popular singer).

So, when Paris Hilton was announced as the spokeswoman for Devassa’s first nationwide campaign, most people raised an eyebrow. The American socialite has absolutely no connection with the Brazilian public: her rich, Beverly Hills airhead persona (even though she’s originally a New Yorker) is not well viewed by people in this country, she’s not relatable or well-liked. Even if the campaign was intended to simply target young, Brazilian guys, she doesn’t fit Brazilian beauty standards (too skinny and too fake). It just seemed wrong to hire such a random figure who has passed her peak as an international celebrity (Editor's Note: see André's earlier post arguing this case) to promote a quintessentially Carioca (from Rio de Janeiro) beer.

The reason the advertising agency thought Paris would be a good fit to be the face of the brand is because the word Devassa can roughly be translated as “naughty girl” (or slut). But it’s still odd to choose a celebrity that isn’t well-liked by the public in general and by guys in particular to be the face of your company. It's even weirder because, even though Paris Hilton isn’t considered attractive by our cultural standards, the advertisement is basically 60 seconds of her flaunting her body and making sexy faces.

When Paris landed in Rio for a quick promotional visit, she was ridiculed by the press and even local celebrities, unhappy with the special treatment she received at the VIP cabin at Rio’s Carnival parade, badmouthed her to reporters. Devassa’s previous owner also made his dissatisfaction public, claiming Paris Hilton had nothing to do with the carefree Carioca image that he originally envisioned for his brand.

In mid-February, the commercial started airing frequently on Brazilian television, but after a few weeks it was pulled off the air. The company claimed the commercial did not conform to Brazilian regulations which states women cannot be treated as overtly sexual objects in TV ads (particularly beer ads which, in the past, were known to be extremely sexist).

Although the commercial wasn’t well received by the general public, the censorship did seem weird: local TV is full of provocative commercials.

Some people thought the whole sequence of events was actually a publicity stunt. After all, Conar, the company that regulates advertisements on Brazilian television (and ordered the commercial to be pulled off), is actually controlled by advertising agencies, not by external authorities.

Besides, soon after Paris Hilton’s 1 minute commercial was pulled off the air, a new 30 seconds ad debuted. In it, Devassa made fun of the censorship and invited viewers to see the “too hot for TV” commercial on the internet (on YouTube, the video has been seen over 1 million times).

All in all, Paris Hilton’s Devassa campaign had mixed results. It did make the brand well known all over the country (and even beyond Brazilian borders since the ruling made international headlines after getting picked up by hundreds of news outlets), which was the point. But, on the other hand, choosing such a tarnished, unrelatable celebrity as the “face” of the company isn’t exactly a good way to make people identify with the Devassa brand. Then again, maybe as the saying goes, any publicity is good publicity.

About André Perez

André is a high school senior in Rio de Janeiro, Brazil. When he is not at school or at swimming classes, he likes hanging out with his friends, partying, going to the beach and living life to the fullest. He is completely addicted to his iPhone and loves traveling, especially big cities. He is obsessed with pop culture to the point of knowing what is the highest-rated show in Spain, what the British tabloids are talking about today, what is the number one single in Australia and what is the latest celeb scandal in Japan. He plans on majoring in advertising in college. While not exactly an amazing writer, his interest in pop culture and trends helps him have a good idea on what teens all over the world are interested in and are talking about.

For more coverage of youth marketing, go to the Ypulse Youth Marketing Channel sponsored by Youth Marketing Connection

'Kick-Ass' bows at SXSW (looking forward to the buzz. Also Ypulse Mashup attendee Fourth Story Media hosts an interactive storytelling exquisite corpse-esque competition at this year's festival. And check out Superglued a live music app to help attendees navigate shows) (Variety, reg. required) (ReadWriteWeb)

- French Connection on ChatRoulette (in a creepy promotion that rewards a random hook up arranged over webcam with a shopping spree. Meanwhile Diesel launches a more traditional social media campaign across Facebook, Twitter and Foursquare. Also check out this slideshow of Parsons students analyzing trends) (AdAge, reg. required) (MediaPost, reg required) (Slideshare via Tim Stock)

- Mississippi school board cancels prom over a lesbian couple (drawing fire from ACLU and inspiring an awesome social media campaign Tweeted about by Robert Ebert. Also YA author John Green gets involved calling on his league of nerdfighters to see if students would want to throw a "happy, inclusive prom") (CBS)

- M. Night Shyamalan helms 'The Last Airbender' (a live-action adaptation of Nick’s animated strip Avatar: The Last Airbender. Just one of the big announcements from the network's 2010 Upfront presentation. Also look for shows with tween appeal and co-viewing potential Cynopsis Kids has a nice rundown of the full lineup) (Variety, reg. required) (Multichannel)

- Online hangouts (a safe space where otherwise unlikely connections are made between teens. Meanwhile Facebook threatens to sue British tabloid Daily Mail for taking the more sensational spin — claiming the site allows older men to pressure teenage girls for sex. The site also [wisely] resists a call to install a literal "panic button") (MediaPost, reg. required) (The Guardian)

- Did Gen Y watch the Olympics? (Not according Nielsen ratings, but Ypulse President Dan Coates and our research panel point to some possible time-shifting and grazing at work that suggest otherwise)

- National education standards target media literacy (in the uniform education standards that a panel of experts is recommending all public schools nationwide adopt. And Gawker asks what the states were getting wrong)

- Lady Gaga premieres 'Telephone' on E! News! (after months of hype, whispers and leaked photos from the set. Plus Green Day: Rock Band coming in June) (MTV News) (ars technica)

- 'How to Train Your Dragon' (reviews are starting to roll in for Dreamworks latest.  Also Glu Mobile releases its "How to Train Your Dragon: Flight of the Night Furry" app for iPhone/iPod touch this week Plus turn down the volume for this Eclipse trailer reaction video) (Variety, reg. required) (BuzzFeed)

- Nissan sticks with geek chic (targeting techy Millennials with the "Cube Mobile Device." Yep, that's a car. Plus more on the ChaCha study on teens and young adults' brand preferences.. where Ford tops the most-queried car brands. And good news: Gen Y will end the luxury drought in 2020) (Bloomberg) (MediaPost, reg. required)

Today we bring you our weekly sampler of the cool youth media and marketing gigs you can expect to find on our Ypulse Jobs Board. If your company has an open position in the youth media or marketing space, we encourage you to post there. Post a job today and we'll feature your opening in our weekly Ypulse Jobs roundup. Don't forget to join the Ypulse LinkedIn group if you haven't yet for focused career networking.

Product Manager, Community at Mr. Youth
Industry: Social media/Community Management
Location: New York, NY
Description: The Product Manager, Community will play a key role in the launch of the new company and supporting a new online community . He/She will enjoy working in a fun, fast paced, entrepreneurial environment and thrive being around creativity and excitement. He/She will combine product thinking and community management with a desire to learn and grow quickly within an organization. More

Marketing Director at NYLON Magazine
Industry: Magazine Publishing/Marketing
Location: New York, NY
Description: NYLON is seeking a candidate for a position within the Marketing Department: Marketing Director. The position calls for substantial experience in the industry with a proven track record in both brand marketing and events. We are looking for a detail-oriented, self-motivated individual to join our growing team. Please specify the position applied for in a cover letter explaining your qualifications. More (via Mediabistro, reg. required)

CRM Manager at The Disney Store
Industry: Marketing/Customer Service
Location: Pasadena, CA
Description: The CRM Manager will be a key member of the Disney Store North American marketing team. He/she will manage the engagement of various customer segments and be responsible for driving revenue through development of the appropriate contact strategy through multiple channels. This role is focused on generating value and insights across the customer lifecycle through data-driven direct marketing and testing. More

Interactive Producer at Scholastic
Industry: Book publishing/New Media
Location: New York, NY
Description: 3+ yrs. experience creating interactive content for kids; lead projects from start to finish; deep industry knowledge of kids' media. More (via Cynopsis Kids)

Marketing Communications Manager at Facebook
Industry: Marketing/Customer Relations
Location:Palo Alto, CA
Description: Seeking an experienced Marketing Communications Manager who is passionate about social media, brand positioning and effective messaging at scale. The successful candidate will have deep knowledge of concepts and technologies for online and interactive advertising and will have strong experience in developing and managing global marketing/ customer relations programs. Excellent writing skills are an absolute must, as is a passion for working directly with customers of all sizes from mom and pop stores to global brands. A keen sense of what makes a customer example an interesting story is essential. You'll also need to be able to combine creativity with the organizational skills to manage numerous projects to tight deadlines simultaneously. This is a full-time position based in our headquarters in Palo Alto, CA. More (via Mediabistro, reg. required)

Earlier this week I watched a screener sent over by MTV for an upcoming episode of "True Life." Part of the channel's ongoing A Thin Line initiative (see my interview with Jason Rzepka for more details), the show took on the issue of "digital drama" focusing on two young couples whose relationships were negatively affected by technology.

What struck me as I watched Nicole and George arguing over suspicious Facebook wall posts, and Susie begging Devin to pay more attention to her and less to his phone, wasn't so much the drama component as the way these new platforms amplified preexisting issues of trust and priorities. The digital difference is the new levels of access and constant connectedness. For instance, exposure to a flirtatious post that appears on your girlfriend's Facebook wall. Or, struggling with a boyfriend who seems more concerned with checking emails and texts than engaging in dinner conversation. Just as Anastasia points out with online reputations, there's no going back. These are aspects of the new reality of managing relationships, romantic and otherwise, and to some degree we all have to deal accordingly. For young people who are simultaneously dealing with everything else that comes with growing up, these situations can become considerably more complicated and emotional.

Of course, this is why MTV and their array of nonprofit partners are launching A Thin Line and other similar initiatives around these issues. For teens and young adults to make more educated decisions about their online and mobile activity. Not just when it comes to the more extreme, headline-grabbing acts like "sexting" or "cyberbullying," but also in these everyday scenarios that crop up in the course of first loves and friendships forged during these formative years. Along with the timeless truths of establishing trust and communicating openly, these couples on "True Life" demonstrate (albeit in typically over-dramatized MTV fashion) the importance of practicing self-restraint and setting limits. Occasionally checking up on your significant other's FB page? Fine. Torturing yourself and him or her by constantly refreshing and harassing them over private messages and texts? Um, not quite the sign of a healthy relationship (and possibly time to send one of these clever but direct "That's Not Cool" call out cards). Same goes for answering the occasional urgent message vs. making sure the person you're with feels more important than that small buzzing device in your pocket (side note: an important lesson to learn for all social interactions). As Jason pointed out in our interview, this is the first generation to not only face navigating the uncharted territory of social network/mobile etiquette, but all while grappling with the typical ups and downs of adolescence. More power to brands and orgs that try to help them out.

Nick gets it right (seeing a major uptick in ad gains just as the channel presents a new programming slate to advertisers including teen-targed "Victorious" [star Victoria Justice pictured here] Also Yo! Gabba Gabba kicks off a third season of hipster-meets-pre-school entertainment) (Media Post, reg. required) (Pop Candy)

- Top 2009 Magazine Ads (among young men and women. Ad Age, reg. required, presents a slideshow of "showstoppers" revealing a number of gender-neutral choices. Hear that, Burger King? Speaking of print… defunct teen mag CosmoGirl gets an unexpected posthumous boost from a documentary featuring young women in politics that included contest winners selected by the mag in 2004) (Ad Age, reg. required) (FishbowlNY)

- Spoiler alert (critics keep ruining the ending of new Robert Pattinson film "Remember Me." Will fans be deterred or intrigued? Or will the debut of the new Twilight trailer prevail? Also Fox releases third "Alvin and the Chipmunks" film) (Gawker) (New York Magazine) (Variety, reg. required)

- Gamechanger (the latest out of the Let's Move campaign, Michelle Obama launches a contest challenging software and video game designers to develop games and tools that get 9- to 12-year-olds excited about eating better and exercising more)

- Tackling terrorism in YA (interesting essay from YA author Zetta Elliott on handling the sensitive subject. Also check out this thought-provoking post from Colleen of Chasing Ray on racism by omission)

- Gen Y at work (values time off and salary more than Gen X according to the latest research from Jean Twenge. Maybe this is tied to the high amount of pressure they feel to pay bills and meet obligations)

- Material Girl (what else would Madonna call the new back-to-school line she designed for Macy's in collaboration with her daughter, Lourdes) (Reuters)

- OK GO leaves EMI (to start their own record label. A main point of contention? Not allowing fans to embed the amazingly viral videos. Plus Lady Gaga makes her debut on Rock Band) (Boing Boing) (Mashable)

- KISS produces kids show (for the Canadian production company E1 Television. Also Conan O'Brien officially announces 30-city tour) (New York Times, reg. required) (AV Club)