FRONTLINE examined the tactics, techniques and cultural ramifications of marketing moguls targeting teenagers. (Aired 2001)
This journalism is made possible by viewers like you. Support your local PBS station here: https://www.pbs.org/donate​
By 2001, when “The Merchants of Cool†was first released, teenagers had become the hottest consumer demographic in America — spending $100 billion and influencing their parents to spend another $50 billion. The documentary explored how the creators and sellers of popular culture targeted this coveted demographic: They spent their days sifting through reams of market research data. They conducted surveys and focus groups. They combed the streets, schools and malls, hot on the trail of the “next big thing” that would snare the attention of teenagers.
The documentary included interviews with top marketers, media executives and cultural and media critics, and explored the symbiotic relationship between the media and teens, as each looked to the other for their identity. “The Merchants of Cool†explored whether the marketers were simply reflecting teen desires or whether they manufactured those desires in a bid to secure the lucrative teen market.
“The Merchants of Cool†was directed by Barak Goodman, produced by Goodman and Rachel Dretzin and written by Dretzin. Douglas Rushkoff was the correspondent and consulting producer. David Fanning was the executive producer of FRONTLINE.
Explore additional reporting related to “The Merchants of Cool” on our website:
https://www.pbs.org/wgbh/frontline/documentary/showscool/
#Documentary #Advertising #Marketing
Subscribe on YouTube: http://bit.ly/1BycsJW​
Instagram: https://www.instagram.com/frontlinepbs​
Twitter: https://twitter.com/frontlinepbs​
Facebook: https://www.facebook.com/frontline
FRONTLINE is produced at GBH in Boston and is broadcast nationwide on PBS. Funding for FRONTLINE is provided through the support of PBS viewers and by the Corporation for Public Broadcasting. Additional support for FRONTLINE is provided by the Abrams Foundation, Park Foundation, the John D. and Catherine T. MacArthur Foundation, the Heising-Simons Foundation, and the FRONTLINE Journalism Fund, with major support from Jon and Jo Ann Hagler on behalf of the Jon L. Hagler Foundation, and additional support from Koo and Patricia Yuen.
CHAPTERS:
00:00 – Market Researchers Study Teen Culture
13:04 – How Entertainment Companies Market to Teens
21:35 – Media Stereotypes Sold to Teen Boys and Girls
41:20 – Packaging Controversial Music for Mainstream Culture
51:05- Credits
I don't agree with the guy. It is a social science
That didn't happen for me exactly which is okay. I was spoiled for a poor kid I guess but I enjoy creative and hard work even through my chronic disability now. I think this concept is still good but a large disconnect here in 2025 with the crisis of affordable folks are facing. I'm a drawer and artist, huge demand for my work on merchandise but it's very hard now
Watching this in 2025 is the same as watching a documentary about the civil war. Like… sure in broad terms the same marketing principles apply, but literally everything else discussed is so m outdated it’s no longer relevant. The video could have been 15 minutes long and gotten out the same message.
“Two-thirds (of teens) have a TV in their room and a third have a personal computer.†—2001
Wow. In 2025, how many percent fall asleep in bed with their “TVs and personal computers†(phones) in their beds….
Hollywood mostly always wins
This documentary just proves how out of touch corporate America is.
Whenever you go "looking for" cool, you uncover mostly lameness.
Cool is elusive and most likely it is not what most consider cool. 🙃
Great DocumentaryðŸ‘
RightðŸ‘
Wow I was part of the target demographic around this time!
This looks like a Darren Aronfosky film
This maybe over 20 years old but the message is still the same, but now you have influencers that send all kinds of bad messages to young people and they think that’s reality. This is so sad…😢
Thank you Ding Dong and Julian.
Wow, I haven't seen this in ages!
God they had no clue what was coming if they thought this was bad. I’d kill to have this be the normal
I like how the next ep of Frontline after this was about psychiatrically medicating children lol
50:45 ICP is better than Limp. 😂 MTV certainly has went bad decade's ago.
23:01 "Tschecch bach crca '2013', Dovgie..el'boj."
10:13 "Bill Hicks..'hie'sz gojnh far that anti-markettinh $'….sach a tailpeip."
"Tha Lost Girls on Daria"
Just read "sex, drugs and cocoa puffs". It even applies in 2024
The love of money is the root of all evil
Pay $20,000 for what your bratty kid brings home for free? 😅