Youth marketing yo!

I just read the following on a local marketing site, Biz-community

8 Ink Media, publishers of Seventeen and National Geographic Kids magazines, are publishing Standard Bank's exciting new youth booklet PhatStuff. Standard Bank's 100 000 youth account holders will be receiving four PhatStuff booklets a year. Aimed at youngster's aged 12 - 17 years...

I have a few problems with this. My first problem is that a product has been created for 12 - 17 year olds. Think back to when you were 12, got a mental picture? Now think back to when you were 17. Worlds apart. That 5 year gap is one of the most radical evolutions you will go through in your entire life. It will be nearly impossible for them to create a product that is relevant to all parties, in these cases I find that when you make things relevant to all, they're usually relevant to none.

My second problem is the slang and lingo used. Phat? WTF? Even when I was 17, I was wise enough to know that my bank was run by professionals, and not other teenagers. I used to find this kind of thing extremely condescending and insulting. It is also bizarre that the word they have used is a ghetto term that is just not used in South Africa, thus reinforcing the fact that they really do not understand the generation they're talking to. The company responsible for the campaign went on to say this:

"8 Ink Media's titles already have a strong connection with South Africa's youth market and its advertisers. The partnership with Standard Bank not only endorses our mission to own the youth segment, but shows that SA's leading brands trust our ability to understand and deliver a product that will truly resonate with today's teen market."

Then it's like the blind leading the blind...!