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the general manager of K R O N T. V. San Francisco. Mr. Harold PC. The film, which you are about to witness, is one of several non entertainment public service programs produced weekly by Koron TV channel for San Francisco. The rights to this film specifically prohibit

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its use for broadcast without the express permission of Kolo and TV. The management of K, R O and TV hopes you will derive some benefits from this presentation, and we solicit your comment. Thes are teenagers members of a unique breed native to the United States, a

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newly evolved hybrid about which little is understood. They come in all varieties, all colors, sizes and shapes. They're tall and short, fat and thin, young and young, rich and poor. All the boy tonight on they are the subject of tonight's assignment. Four Ah Weekly report to

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the West, produced in the community Interest by the News and Documentary department of Koron TV Tonight. Ah, look at America's affluent teenager. Most adults are aware to a greater or lesser degree of the teenager. They realized that he has his own world with his own mores,

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styles and language. But if the adults fear in general has failed to understand the teenager business and industry have not. Teenagers represent 12% of our population. Within five years, that number will soar to 20%. Ah, very discriminating 20% with their own needs, tastes and interests. The

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average American teenager today has $9.45 to spend every week, and he spends it. He spends it to the tune of $15 billion a year. The natural result has been the creation of industry that caters to the teenage market. In the past decade, the teenager has been

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exposed to literally thousands of new products, and when pursued this energetically, the quarry naturally becomes wary. But the hunter knows his game and over the years has evolved a standard ritual used to introduce the teenager to a new product. The arcane rights often begin with a

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small, select, discriminating group, usually the social arbiters of the local high school set. Every phase of this initial exposure is critical and will be played out in a stylized manner as discernible as the structure of a Bach fugue usually held a prestigious establishments. These first contacts

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prelude and surround the business at hand, with people and sounds of social import to the perspective consumer. The way amid the hoopla comes the product, a teenage discount book, something new that's never been done before wear originating in here in San Francisco, a Zay said. We're

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catering to the desires and interests and the dreams of youth, which we plan on doing throughout the country. But as I said, it's the first time and it's never been done before, and I'm quite sure that it's gonna be a tremendous success because way are taking

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Peter directly to weigh. As I said again, we're going to the desires and interests and dreams of you. Last year, business and industry catered to the desires, interests and dreams of American teenagers to the tune of $15 billion. The teenage fare is a showcase of all

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that's exciting and wonderful to the teenager. In a recent 10 days stand in the Bay Area, it drew nearly 200,000 people. It's attraction over 80 rock and roll bands, playing constantly, if not simultaneously, and a forum for commercial exhibitors. One of the fares producers, Hal Sloan,

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Well, the explosion of this market they were witnessing right now stems from the post war baby boom after World War Two that we all know was the largest in history, and the Children born between roughly 1945 the early fifties are now that teenage group. The main

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thing is this tremendous amount of influence that is accrued to this group now, whatever the reasons for in our why parents maybe a little more indulgent Or maybe it's just that there are so many more of them now, but the fact remains that they have so

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many more dollars to spend. And not only do they have more money themselves to spend than ever before, but even more important is the influence that they have on family spending. In a moment we'll see what this means to the business man, the family and the

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American teenager. As a matter of fact, it goes right along with the general lack of complete communication between teenager and adult. I think that any of us way inspected this carefully would find out that about the time we leave the world of team them get into

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at least mid twenties and can halfway be considered a mature adult, that even though we may try and think. We understand. We really don't understand. We forget very soon exactly how we felt at that age, a Z one sociologist has pointed out. The United States is

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the first nation in history to transform Children from a family asset as labor to a family liability. A student consumer not only is the teenager consumer, he is also a pacesetter. America is becoming teamed arised. If it were not for 24 million teenagers, this nation's adults

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would not have many of the commodities and pleasures they have come to expect. Stretch pants from UDA shorts who fought hairstyles, 285 horsepower automobiles to bathroom homes and two car families. Extension telephones. The twist, the swim the water to see an endless list of cultural enrichment.

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All without exception, created by four or as a result of the teenage society and accepted and enthusiastically adopted by their elders. Here's how Sloan of the teenage fare the iceberg situation. Yes, we have just such a situation in terms of the influence of teenagers on their

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parents spending, uh, your expressions about the in car, for example, which is the market that all of the automotives want to capture. I would say roughly 3 to 4 times the amount that they spend themselves is the amount of money that they influence spending. If their

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pocketbook is filled with $15 billion Well, ah, year, then we're talking about anywhere from 40 to $60 billion a year that has spent because of their tastes. $60 billion worth of influence makes it abundantly clear that the teenager is no longer a member of the ice

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cream cone generation expensive in our culture to be a teenager today, Dr Louise Bates Ames, research director, Gasol Institute of Child Development in New Haven, Connecticut. Just the actual physical cost of keeping yourself clothes and being transported and dates and lunches and all this thing is

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tremendous. I think we have to accept the fact that it's pretty expensive, even if the teenager tried hard. And then, in addition is the fact that teenagers, ah, great accumulators a girl isn't satisfied with two sweaters. She wants five sweaters and whatever does the boys have

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that matches that they want a great deal? This is natural for them, for them have tremendous appetite for things as well as for food in addition to natural appetites, the fact is that teenagers are maturing much earlier. Hal Sloan has been observing this in the teenage

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entertainment business for over 15 years. I don't think that there is that much difference from one generation to another. Ah, I think the big difference is the fact that more people know about it now. People in your industry in the communications industry have brought this fact

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for the first time, a dancer doing the watch to see which is a popular teenage dance can. Yet before the television camera on shindig and several million people see it at the same time. Also is if you're, uh, pardon by going on a little bit on

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this line. It has turned full circle, as I mentioned before, to the point where teenagers are reaching a point of maturity much sooner than other generations. And the main reason for it is this'll. Tremendous buildup in communications. Blame it on vitamins or the accelerated pace of

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our society. But whatever the cause, teenagers are getting younger and younger. They have been called sophisticated Children and infantile adults. But the fact remains, a 15 year old today can do things an 18 year old was not allowed to do a decade ago. A case in

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point. The cosmetic industry. Not too many years ago, a girl was allowed to put on makeup for special occasions like the senior prom. Today, 13 year old girls are, if not expert, at least prodigious in their use of makeup. Cosmetic manufacturers have realized this, and in

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order to get into the market, these manufacturers have developed special products. They emphasized the skin care aspect and recommend and demonstrate for the teenage girl the natural look in cosmetic use, and it's paid off. Last year, the distaff side of the teenage generation in this country

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spent well over $570 million on toiletries. Included in that total was $20 million worth of lipstick, $25 million worth of deodorant and $9 million for home permanence. There has been no accurate measurement made of the gallons of hair spray included in that total. But the 15

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year old, who makes the weekly trip to the beauty salon and comes out looking years older, is by no means an exception. Still, the biggest market is in clothing. Macy's presentation of fashions, Agogo these air fashions that go anywhere. The young set goes this summer, for

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example, to the beat in a shift of white cotton from Phil Rose. Be necked and skinny. She wears it with a bright red polka dot popsicle scarf. Have a little bracelets and her BF Goodrich shoes for me. Off the 15 billion teenage dollars, almost 25% of

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them some $3,000,000,600 million a year is spent by girls on clothing. The result has been that stores have developed separate departments with exclusive lines aimed directly at the teenage girl recognized our young friend for a very long time. However, it was just being in the last

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10 years that we set up a special home for her on the fashion floor and that we embarked on our current high set program. June Arnie is the high set buyer for all Macy's California stores. Primarily, we aim and having exactly the right merchandise for her

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in our department. Nothing, nothing at all has ever purchased for this department that isn't suitable fashion right value right for this young customer, the world of teenage fashion runs at a considerably faster pace than do adults fashions. But what is it that the fashion conscious teenager

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is looking for and what influences her decision? This was the question we put to surely Frerichs assistant buyer in the Macy's high set department. She's very much influenced by her peer group. They set the trends. They set the standards. They are her value judgments. Whatever person

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in her peer group is wearing whom she looks up to as the leader of the group, then this is the fashion that she would be wanting to wear. Macy's has capitalized on this peer group pacesetter idea by creating what they call their high Set advisory Board,

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a group of girls representing each high school in the area. The girls were chosen for their leadership, scholastic ability and their interest in fashion. In other words, they are hand picked members of the peer group who helped dictate the in styles that their contemporary seek. The

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idea has worked well. 31 0 Northern California girls between the ages of 12 and 17 have joined the high set. In his book, Advertising and Marketing to Young People, Eugene Gilbert points out that the world of fashion enters the life of the average girl at about

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the age of 14. Within two years, she's buying nearly all her own clothes. He then exclaims, Just look at youth. No established pattern, no backlog of items. It definitely has been established that because he has open minded and desires to learn, he is often the very

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first to accept new and forward looking products. The high set club members get regular mailings off the high set newsletter. It contains fashion bulletins. It contains, um, contest information, everything and anything that has to do with the high set interest. The letter also gives the girls

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discount tickets Thio special events in the store. All of the high set club members are entitled to charge accounts with their parents. Approval, of course. Parental approval. How much does the parent have to say about a son's or daughter's spending habits? Again? Doctor Aims of the

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Gasol Institute. I would say that as far as money goes, this is one area where a parent does have a reasonably good control. The child isn't going toe have more than you give him. He may make a lot of fuss spot. It may make things unpleasant

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for you, but unless He's an Anna and the younger teenagers. He really doesn't have large quantities of money to disperse unless you give it to him. The Girl of Today has her own money to spend Surely Frerichs of Macy's. Her parents are more likely to let

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her go with her friends to see what she wants. They do an awful lot of browsing together. Depending on the amount of the purchase, the parent is consulted or not. Sometimes they're just given to use their best judgment. But more often than not, they come with

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other girls, sometimes with their boyfriends, too, but not often with parents. As one sociologist put it. If you can buy as an adult, you are an adult. The teenage fair, held at the San Mateo County Fairgrounds during this last spring school break points up very well.

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The adult buying power of the modern teenager serenaded by rock and roll. Nearly 200,000 Bay Area citizens, most of them presumably under the age of 20 were exposed to the latest word in fad and fashion. Much of what they choose to accept and their ever changing

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world of taste will be assimilated by their parents. The dress or the bathing suit being modeled here today will be seen around town or on the beach this summer, on the daughter and on her mother on notes. Shoes from B. F. Goodrich Girls. You'll want to

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know that they have colors that coordinate with practice. As one teenage fashion magazine puts it. This is not the world of the sweet by and by but the much sweeter now and now. But business is not worrying too much about the by and by that looks

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pretty sweet, too. Dr Ames. I think it's sort of cheap and easy to blame the parents and to blame the culture if things were wrong. On the other hand, it is true that this our present culture has a great madness for immediately. We do want what

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we want. Right now. We don't wait to buy a house. We don't wait to buy a cow. We get the right away and get them on time. And many parents push this over onto their Children. They don't make the child save up for his bicycle. They

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don't make him wait for his car honeys in high school. They just don't make the child wait a prime example here would be the automobile industry, the usual image and the adults mind when he thinks of teenagers and cars is a hot rod on old heap,

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needing constant attention and devotion or the family car for that Saturday night date. But if that's the case, why are the automobile manufacturers putting the cost of exhibiting their hottest and latest models at a teenage fare? That was the question we put to how Sloan the

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thought is. Do they expect to sell automobiles here? Hardly. But they realize two important facts. The first maybe amazing to you, I don't know. But ATTN This moment, um, about 20% of all automobile purchases in this country are made by teenagers. But beyond that, even if

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that is not the case, the progressive companies such as you see here realize that if not right this moment, most of these kids air about five minutes away, figuratively speaking from buying their our own automobiles. But when those figurative five minutes air past, say, in a

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literal five years, America's teenage population will have climbed from 12% of the total to 20% from 24 million to 42 million and His Grace and Fred Hechinger point out in their book, Teenage Tyranny. The implications of the increase in this nation's young population are important in

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terms of the rising influence of the most eloquent and the most readily listened to group the teenagers. According to Dr Louise Bates Ames of the Gazelle Institute. One of the natural and endearing things about teenagers is their tendency to exaggerate thistles,

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No doubt is true with money as it is with any aspect of the teenager's life. The teenage period is one of natural excess and experimentation thought. This does not mean the teenager is gullible or uncertain about what he wants, at least in a material sense. Given

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these criteria, how does a merchandiser go about attracting this vocal viable and voluminous market? This was the question we put to Macy's of California teenage fashion buyer June Arnie. By far the most important thing they can do is to be sure they have the right merchandise.

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No amount of gimmicks or anything else will attract that customer unless the look is right. The fashion is right. They go about it in different ways. One way is to take surveys and to go out and meet the customer and talk to her and ask her

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what she wants. And it's amazing how accurate many of these surveys have. Bean. Many are working on national projects, and national Contest, for which they're giving valuable prize, is probably the most favorite prize of all is a scholarship. Other manufacturers approach this market in a much

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less organized fashion, but they always have their ear to the ground for new ideas. Thes are the people who know teenagers, talk to them, know what their latest favorite songs are, their favorite celebrities, the newest dance steps, thes people talk the language of the teenager. Or

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as how, Sloan told the San Francisco advertising club, Don't talk to him at all, but yet the other members of his group to talk to him for you because teenagers identify Mawr with their group than with themselves. Probably the first industry to appeal to the group

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instead of the individual was the music business. Today, the group sound of teenage music has paid off Since the early fifties, when the teen rock sound became predominant on many radio stations and most jukeboxes, music has come to be one of most important things in a

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teenager's life. Last year, the teenage market accounted for 25% of the sales in the record industry. And when they're not buying or listening to records, they turn on the radio for a deafening 2 to 4 hours a day. The average teenager has that transistor clutch to

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his or her ear. And when the music isn't playing, the D J is selling and the teenager is buying. They're buying 35% of the movie theater tickets and influencing Hollywood. They're spending a billion and a half dollars a year on entertainment and making millionaires out of

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men hardly out of their teens themselves. Paul Anka, Elvis Presley, The Beatles. The list goes on and on and on. They create their own favorites, their own beauty queens and style kings. The day of the 18 year old girl buying her first formal for the senior

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prom is long gone. Today, advertising appeals to and persuades 14 year olds to buy their hope chest. Now select the silver and China and get ready for the day when they meet the right boy. And that's not too far off, either. We would like to add

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one final statistic to a program laden with statistics. The peak age of marriage for American women now stands at 18, and one third of all first Children in the United States are born to mothers aged 20 years or less. So American teenagers air not only getting

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younger, they're also getting older. Sooner they're younger than the bomb. The very word teenager is contemporary, with such terms as jet and astronaut and space age and a space age is an age of consumption. As one author says, affluence like poverty, is a wave that engulfs

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in the adolescent society. James Coleman rights. Adolescents today are cut off, probably more than ever before, from the adult society there dumped into a society of their peers whose habitats or the halls and classrooms of their schools the teenage canteens, the corner drugstore, the automobile. And

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that's where the tastes, the mores, the ambitions and the ideals developed. They live in a time of turmoil when independence is promoted and uncertainty is practically a creed. As Dr Ames says, the teenager exaggerates. Moderation comes later, and it's probably right if the teenager swings too

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far to the side of exaggeration when he finally comes down and moderates as an adult, he'll still have quite a lot left in life with a scythe produced each week at this time in the community. Interest by

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the news and Documentary department of Koron TV Way Join us again for another report to the West on assignment for.