Like madison avenue, life in the suburbs has its good moments, and others not so good. Oh, no oh discouraged, disgruntled . Heck, no. Theyre glad to be here. Remember . Weve got to move and so they joined the stream of family life in the suburbs, soon to become part of this familiar sight. Soon to a part of the familiar sounds. Anybody home . [ whistling ] [ humming ] [ laughter ] this is what redbook means by its young adults, people in a certain living situation with particular interests and particular goals. These young adults begin to discover redbook about the time they apply for their marriage license, start life in their own homes, have their first baby, take out their first loan, and they stay with redbook through their busiest years. As redbook sees them, theyre an energetic lot, a carefree lot. Even though so suddenly plunged into family life. As the babies start coming, they usually decide to concentrate on their houses, with the woman staying home to learn new ways to run a household. Where it soon dawns on her that she can use a little expert help. While the kids are young, many of the mothers try to stay at home, which isnt always so easy either. [ dog growling ] [ crying ] there are times when its good to have other young adults to talk to. But wherever they go, theres usually a baby nearby. And about the time the parents think their children have them hypnotized, they give a party and bring the kids. Boys are destructive when they go through that time. Good point. I always know how my children behave. Thats good. Thats good. Oh, no, youre kidding. Any magazine written for young adults and matching their busy lives is bound to be lively, full of things to talk about, varied and warm. On their own for the first time, determined not to miss a single new homemaking idea, theyre busy just making choices and welcoming solid information in concise form. It takes a while for a young couple to realize all theyre in for when they buy a house, or when they have a baby. And when they buy a house and have a baby, though hardly realizing it, they come into their purchasing stage, and are off on a wild, nonstop ride. Its a happygospending world, reflected in the windows of the suburban Shopping Centers where they go to buy. Redbook has been studying Shopping Centers because the people who created the suburbs are young adults, and the Shopping Centers are built in their image. Selling to young adults demands a new kind of marketing. For these young adults, the Shopping Center has built thousands, commissioned statues, put in restaurants and freestanding stairways. They included banks, loan offices, rental plans, plant nurseries and places to buy building materials. The Shopping Centers see these young adults whose people whose homes are always in need of expansion. People who buy in large quantities and tuck it away in their cars. Its a big market. To help people find their cars, the centers have enlisted the children. They put in shop mobiles to help people cover the ground, added banks of storage lockers, miles of checkout counters and endless rows of carts, carts rolling down the holes of southdale, at north land, gulf gate, sunrise and east point and hillsdale in california. These young adults shopping with the same determination that led them to the suburbs in the first place are the goingest part of a nation on wheels. Living by the automobile, the first young adult in the age of a push button. Like the rest of life in suburbia, shopping has a family flavor. Do you remember what we did . I think we bought a tree to go with it. That looks pretty nice. Okay. Well take it. These busy families make the Shopping Centers look young and colorful. They have a letsgosee quality that brings crowds to Community Events and promotions. For the children, whom the young adults have always in hand, theres plenty to do and see. While his family shops, a boy can catch a fish, ride the rides, go to the circus, visit the center zoo, and have his hair cut. And if that doesnt tire him out, his mother can put him in the centers nursery school, where he can get paint on his shirt, see his friends, and wear himself out on the bars. Since these young adults seem to be able to outlast their children, they stash them away at a neighbors house and go back to the center for more. This is the life young adults lead, summed up recently in a single phrase, and dramatized by redbook in major Shopping Centers all over the country. For more than two years, redbook had been working with merchants associations and Shopping Centers, studying young adults. When the easy living promotion was presented, bm every store joined in. The most center wide motion in the history of marketing. Before redbook could develop a successful selling program for young adults, it had to get out and see them many different ways. It had to get to know them so well that it could become a magazine solely for them. What are young adults like from an editors point of view . Well, theres not so much high brows or low brows as wrinkled brows. Theyre serious and no wonder. To give these serious young adults the substance they want to build a durable relationship with each reader, redbook edits for one person at a time. Having established a personal relationship with its readers, redbook then taked to them so they recognized their own living situations in its pages. I wonder whether we could be happy in a place like that . When we brought the baby home, i thought billy looked awfully worried. Ive got a boy just like him. Comes home from school, always asking questions. I remember the first time my daughter asked me about god. They were out on strike for months. If that ever happened to us, i dont know what my husband would do. Just as the realities of family life are thoroughly woven into redbook, so are the realities of community life. Many young adults come to the suburbs as exapartment renters. So what about the roads, the schools . Will somebody please explain what a bond issue is . Writing for young adults, redbooks editors have to keep learning and analyzing. Without too much crystal ball gazing, redbooks editors have to keep an eye to the future. Are you going to the dance tomorrow night . Yeah, i hope im going. Theres a whole new generation coming, soon to be young adults. A biggerthanever market of people who have a history of their own, who remember all the way back to eisenhower, who probably never saw their mother use a ringer, thing automobiles or Household Appliances and have reserved seats on the next rocket to leave the earth. But right now you can ride along with the happygospending buy it now young adults of today. Ride with the young adults who are buying 70 of all homes sold. Swing into the orbit of more than 2. 5 million families, right now with the only mass magazine aimed exclusively at young adults. Week nights this month we feature American History tv programs to preview whats available every weekend on cspan3. Tonight we look at the American Revolution with historian John Buchanan and his book the road to charleston Nathanial Greene and the American Revolution. The book examed Major General greenes strategy in the southern campaign, which reversed a series of losses and ultimately led to the defeat of the british in south carolina. Watch beginning at 8 00 p. M. Eastern and enjoy American History tv every weekend on cspan3. Tonight on the communicators, chief policy officer for parlor, amy peikoff. We believe that it is the best approach when youre talking about hate speech, socalled misinformation, anything else, to address those problems with more speech, not with any types of content restrictions. And we act accordingly. Watch the communicators tonight at 8 00 p. M. Eastern on cspan2. Youre watching American History tv. Every weekend on cspan3, explore our nations past, cspan3, created by americas Cable Television companies as a Public Service and brought to you today by your television provider. Next on reel america, from 1958 american look. This General Motors film highlights the work of interior, industrial product and auto designer who create stylish new looks for massproduced consumer goods. Celebrating abundance and the freedom to choose different products, the film ends by showing designers at work on the 1959 chevy impala at General Motors colorful Technical Center in warren, michigan. This pristine copy is courtesy of the National Preservation film foundation, a Nonprofit Corporation created by the u. S. Congress, to help save americas film heritage. In appreciation of the stylists of america, who work in lines, forms and textures and colors to give to us beauty, charm and elegance in the conveniences, comforts and necessities of our daily living. As a tribute to men and women who design
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