Todd Wasserman of Mashable writes that Bloomberg Businessweek is targeting twentysomethings living at home for a campaign that aims to gently nudge them out of their parents’ basements by offering — what else? — a subscription to the magazine.
Wasserman writes, “The title launched the website bbwgetsyouahead.com, which houses e-giftcards that parents and friends can send to Gen Y-ers still living at home. One card from the parents reads, ‘Our American dream is for you to move out.’ A friend’s card offers the following inspiring message: ‘**Spoiler Alert** You end up middle-aged and single.’ In addition to launching the site, Bloomberg Businessweek will also run an online campaign.
“Physical versions of these cards will also be available at the stationery chain Papyrus. The cards are designed to be sent with 12 free issues of Bloomberg Businessweek, either in print or on the iPad.
“Bloomberg Businessweek, which Michael Bloomberg purchased and reconstituted in 2009, claims 980,000 global subscribers. A representative could not say how many of those readers are in its campaign target group — 18 to 31 years old and living at home — but acknowledged that it’s a ‘growing demo.’ The campaign ‘is not too subtle, and that’s what we liked about it,’ the representative said.
“That said, Bloomberg Businessweek may not necessarily be the magazine you’d normally think to give a young person hitting the job market. It doesn’t include any interviewing tips, and boasts little prescriptive advice.”
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