Gossip Girl Hits Mark with 'Tween Watchers
Admit it. Regardless of your age or gender, Gossip Girl appeals to you.
There's no arguing that Gossip Girl has succeeded in building a die-hard fan base of young "tween" girls whose growing passion for TiVo-ing the show or downloading it on iTunes led to it being the first new fall series to be picked up for a full season. These girls are a movement in and of themselves, and have a surprisingly strong grip on the economy.
Consider a recent Philadelphia Inquirer article, fittingly and simply entitled: "Where 'tweens go, big dollars follow."
The adventures of Blair Waldorf and co. captivate the 'tweens.
A big part of the article focuses on recent Hannah Montana concert tickets and brokers immediately sweeping up the tickets before anyone else had the chance, and Miley Cyrus (who plays Hannah Montana, her alter ego) had to add more tour dates to make up for it.
These girls aren't kidding around when it comes to getting what they want. And the combination of wanting to conform and not having any appreciation for the value of money means these girls see no reason not to beg their parents for anything and everything they want. So ultimately, if you can target your product to this demographic, you can guarantee a profit.
Stephanie Savage, executive producer of Gossip Girl, told the Inquirer, "Girls are the original consumers, and the last of the shoppers."
Think that a teen drama couldn't possibly appeal to younger girls? Think again. Josh Schwartz, creator and executive producer of Gossip Girl and The OC, pointed out, "They want the thing that's slightly out of their grasp, that's not completely age-appropriate. If you don't market a teen drama to the core group of younger girls, you're in trouble."
Don't forget, there's a new Gossip Girl, "Roman Holiday," tonight!