The suburbs, almost as much written about as madison avenue. Just in much in need of reflection. Like madison avenue life in the suburbs has its good moments and others not so good. Oh no. Discouraged, disgruntled . Heck no. They are glad to be here. Remember . music and so they joined the stream of family life in the suburbs, soon to become part of this familiar site. Soon to absorb the familiar sounds. Anybody home . [laughter] [whistling] [humming] [laughter] this is what redbook means by young adults, people in a certain living situation with particular interests and goals. These young adults begin to discover redbook around the time they apply for their marriage license, start life in their own homes, have their first baby, take out their first loan. They stay with redbook through their busiest years. As redbook seasons their life, a carefree life, even though suddenly plunged into family life. As the babies start coming, they start 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 could use extra help. Many mothers try to stay at home while the kids are young isnt always so easy which isnt always so easy. [crying] there are times when it is good to have other young adults to talk to. Wherever they go there is usually a baby nearby about the time the parents think their children have them hypnotized, they give a party and bring the kids. [cross talk] i always know how my children behave. That is good. Oh no, you are kidding. Any magazine written for young adults and matching their lives is bound to be full of things to talk about, varied and warm. On their own for the first time, determined not to miss a new homemaking idea, they are busy making choices. They welcome solid information in concise form. It takes a while for a young couple to realize all they are in for when they buy a house or when they have a baby. When they buy a house and have a baby before realizing it, they come into the purchasing stage. And its often a wild nonstop ride. Its a happy go spending world, reflected in the windows of a suburban Shopping Centers where they go to buy. Red book has been studying Shopping Centers because he people who created the suburbs are young adults. At the Shopping Centers are built in their image. Selling demands a new kind of marketing. For these young adults, the Shopping Centers have fountains, commissioned statues, put in restaurants and freestanding stairways. It includes banks, loan offices, rental plans, nurseries and places to buy building materials. The Shopping Center sees these young adults as people whose homes are always in need of expansion. People who buy in large quantities, and truck it away and their cars. It is a big market. To help people find their cars, the centers have enlisted children. They put in shop mobiles to help them cover ground. They have added storage lockers, miles of checkout counters, and endless roles of carts. Carts rolling down the that says dale, and hes port in hills dill in california. These young adults shopping with the same determination that led them to the suburbs in the first place are the going east part of a nation on wheels, living by the automobile. The first young adults in the age of a pushbutton. Like the rest of life in suburbia, shopping has a family flavor. Do you remember what size you got . We bought a tree to go with it. That looks very nice. These busy families make the Shopping Center look young and colorful. They have a lets go see quality that brings crowds to events and promotions. For the children, only whom the young adults have always at hand. There is plenty to do and see. While his family shops, the boy can catch a fish, ride the rides, go to the circus, visit the zoo, and have his hair cut. If that doesnt tire him out, the mother can put them in the 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 red book in major Shopping Centers all over the dramatized by redbook in major Shopping Centers all over the country. For more than two years redbook has been working with associations and Shopping Centers studying young adults. When the easy living promotion was presented, almost every store joined in. The first senator wide promotion in the history of marketing centerwide promotion in the history of marketing. Before redbook could develop a successful selling program for young adults, it had to get out and sehethemany different ways. It had to get to know them so well that it could become an magazine solely for them. Like from an editors point of view . Theyre not so much highbrows or low brows or wrinkled brows. They are serious and no wonder. To get these serious yellow adults the substance they want, redbook edits one at a time. Having established a personal relationship with its readers, redbook talked to them so they recognize their own living situation in its pages. I wonder whether we could be happy in a place like that. When we brought the baby home, i thought he looked awfully worried. Ive got a boy just like you, always coming from school 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 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 . [cross talk] music writing for young adults, read books editors have to keep learning and analyzing. Without too much crystal ball gazing, the editors have to keep an eye to the future. Are you going to the dance tonight . There is a whole new generation coming, soon to be young adults, a bigger than ever market of people who have a history of their own, who remember all the way back to eisenhower and probably never saw their mother used a ring or. They have reserved seats on the next rocket to leave the earth. But right now, you can ride along with a happygospending, buy it now, young adults of the day. Ride with the young adults who are buying 70 of all goods sold. Swing into the orbit of more than 2. 5 million families right now with the only magazine aimed exclusively at young adults. music