Die Lage ist ernst. Sehr ernst. Und, wie ich meine, hoffnungslos. Die Auflagen der Jugendzeitschriften sinken ins Bodenlose. Unbarmherzig. Seit dem Jahr 2001 hat Flaggschiff BRAVO seine Auflage nahezu halbiert, von 895.000 auf 454.000 verkaufte Exemplare (IVW). Allein im vergangenen Jahr musste ein Rückgang von 16 Prozent hingenommen werden. Den Kontrahenten geht es nicht besser. Die Popcorn verlor 33 Prozent, die Hey! sogar fast 45 Prozent. Es gibt keine Gewinner, Ratlosigkeit macht sich breit. Verzweifelung.
Selbst die altehrwürdige Süddeutsche Zeitung widmete sich unlängst in dem Artikel “Generation Wankelmut: Junge Leser” diesem Thema und begab sich auf Spurensuche. Die Süddeutsche. Mit einem durchschnittlichen Leseralter von rund 50 Jahren die Koryphäe in Sachen Jugend. Lassen Sie sich nie von einem Blinden über die Straße helfen. Doch das nur am Rande.
Im Segment der Kinderzeitschiften scheint noch alles ruhig zu sein. Sponge Bob, Benjamin Blümchen und das Schlumpf-Magazin konnten teils deutlich zulegen, um nur einige Beispiele zu nennen. Die Süddeutsche begründet dieses Phänomen unter anderem mit der starken Bindung der Kinder zu ihren Helden aus TV und Hörspiel. Nun gut.
Doch was ist mit der Jugend? Auch sie hat Helden. Es sind die Popstars, die Kinosternchen, die Rapper oder die Spitzensportler, die seit jeher die treibende Kraft hinter dem Griff zur BRAVO waren. Die These der Münchner lautet: “Es fehlt an Stars. Heutige Retortenbands haben eine zu kurze Halbwertszeit, als dass man publizistisch auf sie setzen könnte.” Doch das ist, wenn überhaupt, nur die halbe Wahrheit.
Denn nicht die Inhalte schwächeln, sondern das Medium. Kids lieben ihre Stars abgöttisch – gestern wie heute. Sie möchten sich umfassend und tagesaktuell über sie informieren. Vor 25 Jahren war die BRAVO das aktuellste, weil einzige Medium, dass sich mit unseren Stars beschäftigte. Brandheiß. Wir warteten schon völlig verstört um den allerneusten Tratsch über Nena, Ideal oder Kajagoogoo zu erfahren. Jeden Mittwoch, wir konnten es kaum aushalten. Die wöchentliche Erscheinungsweise allein war ein Garant für höchste Aktualität. Nicht-zu-toppen.
1996 hatte die BRAVO noch eine Auflage von 1.4 Millionen. 1996 begann auch der Siegeszug des Internet. Heute hat die Geschwindigkeit des Netzes die Zeitschrift längst verdrängt. Bevor die Story in der BRAVO steht, ist sie in der Schule schon längst durch. Eine Woche ist unendlich lang geworden.
Die Jugendpresse hat ihre Kernkompetenz abgegeben, nämlich die Kids umfassend und aktuell über ihre Idole zu informieren. Diese Rolle erfüllen jetzt viva.tv, schülerVZ und YouTube. Die Kids sind schon in jungen Jahren äußerst medienerfahren. Sie leben im Netz, gestalten es selbst mit und wissen genau, wo sie welche Information schnellstens bekommen. Wer braucht dann noch BRAVO, Yam und Popcorn?
Trotzdem halten die Jugendtitel stoisch an ihren alten Konzepten fest und versuchen verzweifelt, mit mehr Postern, mehr Foto-Storys, mehr Gewinnspielen die Gunst der Kids zu erlangen. Doch um Poster ging es uns schon damals nur am Rande …
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