thanks for the article. has interesting ramifications on the media
industry as a distribution channel.
On 8/1/09, Cipto HANDOYO <cipto.2005@economics.smu.edu.sg> wrote:
>
> For your interest.
>
>
> Cipto
>
>
>
>
>
> Note by 'teenage scribbler' causes sensation
>
>
> By Andrew Edgecliffe-Johnson in New York
>
> Published: July 12 2009 23:32 | Last updated: July 12 2009 23:32
>
> A research note written by a 15-year-old, who was not born when former
> UK chancellor Nigel Lawson dismissed London analysts as "teenage
> scribblers
> <http://www.ft.com/cms/s/1/d208955a-d4c0-11da-a357-0000779e2340.html> ",
> has become the talk of middle-aged media executives and investors.
>
> Morgan Stanley
> <http://markets.ft.com/tearsheets/performance.asp?s=us:MS> 's European
> media analysts asked Matthew Robson, one of the bank's interns from a
> London school, to describe his friends' media habits. His report proved
> to be "one of the clearest and most thought-provoking insights we have
> seen. So we published it," said Edward Hill-Wood, head of the team.
>
> The response was enormous. "We've had dozens and dozens of fund
> managers, and several CEOs, e-mailing and calling all day," said Mr
> Hill-Wood, 35, estimating that the note had generated five or six times
> more feedback than the team's usual reports.
>
> However, he made no claims for its statistical rigour.
>
> As elderly media moguls gathered at the Allen & Co conference in Sun
> Valley
> <http://www.ft.com/cms/s/0/d0f59584-6bf1-11de-9320-00144feabdc0,dwp_uuid
> =4dce8136-4a24-11da-b8b1-0000779e2340.html> , Idaho, to fawn over
> Twitter and fret over their business models, Mr Robson set out a
> sobering case that tomorrow's consumers are using more and more media
> but are unwilling to pay for it.
>
> "Teenagers do not use Twitter," he pronounced. Updating the
> micro-blogging service from mobile phones costs valuable credit, he
> wrote, and "they realise that no one is viewing their profile, so their
> tweets are pointless".
>
> His peers find it hard to make time for regular television, and would
> rather listen to advert-free music on websites such as Last.fm than tune
> into traditional radio. Even online, teens find advertising "extremely
> annoying and pointless".
>
> Their time and money is spent instead on cinema, concerts and video game
> consoles which, he said, now double as a more attractive vehicle for
> chatting with friends than the phone.
>
> Mr Robson had little comfort for struggling print publishers, saying no
> teenager he knew regularly reads a newspaper since most "cannot be
> bothered to read pages and pages of text" rather than see summaries
> online or on television.
>
> Executives and investors have grown fascinated by the opinions of
> teenagers. Rupert Murdoch, 78, has described himself as a "digital
> immigrant" and his young daughters as "digital natives", while UBS
> pulled in an 18-year-old three years ago to demonstrate MySpace to
> portfolio managers.
>
> Copyright <http://www.ft.com/servicestools/help/copyright> The
> Financial Times Limited 2009
>
>
>
>
>
>
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