This paper considers the rise of 'teenagers' as a distinctive consumer group since the Second World War, and relates the development of the modern youth market to broader patterns of social, economic and political change. Particular attention is given to the ways in which the advertising and marketing industries have worked to both crystallize and popularize the distinct imagery and lifestyles associated with 'teen' culture.

While the economic recessions and industrial restructuring of the 1970s, 80s and early 90s took their toll on the 'teenage' market's commercial significance, the paper argues that the late 1990s saw a renaissance for media and consumer industries geared to youth demand. The contemporary youth market, moreover, has not only undergone renewed growth, but has also led the way in the 'niche' segmentation of audiences and consumer markets - trends that are central to the development of the contemporary media.

Bill Osgerby is Professor of Media, Culture and Communications at London Metropolitan University. His research focuses on twentieth century British and American cultural history, and his books include 'Youth in Britain Since 1945' (Blackwell, 1998), 'Playboys in Paradise: Youth, Masculinity and Leisure-Style in Modern America' (Berg/New York University Press) and 'Youth Media' (Routledge, 2004).