Wie Axel Springer Mediahouse treuen Anzeigenkunden gestern mitteilte, soll das Jugendmagazin “Popcorn” mit der Auflage 4/2009 ein umfangreiches Facelift erhalten. Alle Rubriken sollen überarbeitet, das gesamte Auftreten frecher werden. Neue redaktionelle Inhalte wie das “Fan Forum” oder “Crazy Star Fun” sollen das Konzept ergänzen. Ein letztes Aufbäumen? Die Zahlen sprechen für sich.
Axel Springer Mediahouse reagiert mit diesem Facelift auf die mehr als bedenkliche Auflagenentwicklung der vergangenen Jahre. Verzeichnete die Popcorn noch im Quartal 4/2005 ordentliche 333.000 verkaufte Exemplare, waren im vergangenen Q4/2008 nur noch bescheidene 154.000 (ivw).
“Entsprechend den Bedürfnissen der 12- bis 17-jährigen Leserinnen und Leser werden die Stories emotionaler, direkter, der Spaßfaktor noch einmal erhöht. Damit tragen wir der aktuellen Entwicklung auf dem Jugendmarkt Rechnung.” heißt es weiter in der Kundenmitteilung. Der hier zitierte Jugendmarkt gebietet aber auch, dass sich die Interessen der “12- bis 17-jährigen Leserinnen und Leser” kaum vereinigen lassen.
Jugendliche durchlaufen in diesem Alter gleich mehrere äußerst divergente Lebensphasen, die eine gemeinsame Ansprache nahezu unmöglich machen. Fragen Sie ihre 17-jährige Tochter doch einmal, was sie mit dem 12-jährigen Nachbarsjungen gemeinsam hat. Selbst beim 15-jährigen werden sie wenig finden. Schon die unlängst eingestellten Magazine “YAM” und “Sugar” mussten sich diesem Phänomen ergeben.
Aus diesem Grund verlieren die Jugendzeitschriften beständig ihre ältere Leserschaft. Das durchschnittliche Leseralter der Bravo, die sich übrigens auch in der Altersklasse zwischen 12 und 17 Jahren positioniert, dürfte inzwischen bei ca. 13 Jahren liegen. Sobald das Internet die Jugend in seinen Bann zieht, geht sie den Zeitschriften verloren. Der Gattungsbegriff “Jugendzeitschrift” müsste langsam hinterfragt werden.
Wird das Facelift die Wende bringen? Eher nicht. Herkömmliche Jugendzeitschriften haben im Internetzeitalter ihre Berechtigung verloren. Konnten sie vor Jahren noch vor allem durch Aktualität punkten, ist ihnen das Internet inzwischen um Längen voraus. Letztendlich entscheidet auch der Anzeigenverkauf über das Schicksal der Popcorn. Doch die Industrie muss dort sein, wo der Kunde ist. Welcher halbwegs wache Mediaplaner investiert auch nur 13.650 € in eine 1/1 Anzeige, wenn man bedenkt, was sich mit diesem Geld durch SEO, SEM oder in Social Networks in der Zielgruppe inzwischen erreichen lässt.
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