Do we really need all this segmentation?
I was idly scrolling through my Facebook newsfeed this morning and came across an interesting promo for a book. So I had a look at the blurb and the cover and noticed a reference to “a great new NA book”. (Or words to that effect.) I frowned. NA? Not applicable? New Age? And then I twigged.
‘New Adult’. I’d seen a reference to it somewhere before. It’s a market segment. Hey, segmentation is a perfectly legitimate approach and it’s why Facebook keeps asking questions like where do you live? In my case, they’d know not to bother trying to push ads for American restaurants at me.
So how is NA different to YA – young adult? Mind you, I’ve always had a bit of a problem with YA, too. What’s a ‘young adult’? If you’re still at school, do you qualify? If you’re fifteen and an apprentice does that qualify? To my mind, a ‘young adult’ might be somebody who has left school, turned 18 so they can legally drink, have sex, get married. Or is that 16? Or 21? Having a thing called ‘New Adult’ just makes it worse. Do you graduate from YA to NA when you turn 21? When you leave school? And when do you move from NA to… whatever’s next? GU (grown up)? MWK (married with kids)? AD (adult divorced)?
One author explained to me that the NA category gives the buying public an idea of what to expect. A young person newly arrived at adulthood but without experience, somebody in the eighteen to twenty-five age group. It’s a bit like saying YA is for readers in their teens, and this is likely to be a coming-of-age story.
So now, if I want to get a list of books to satisfy my reading needs I guess I have to say ‘science fiction but not dystopian, no zombies or werewolves or vampires, romance ok but not erotic, not GLBT, not childrens, not YA…’ But isn’t that why we have genres, blurbs and covers, and why (if we have an ounce of sense) we read the first few pages before we buy? And why wouldn’t I buy an NA book? Just about every war story involves young people in that 18-25 demographic facing horrible situations. That’s just one example.
As far as I’m concerned, if it’s not for kids it’s for grown-ups. I was reading ‘grown up’ books at quite a young age and now, at quite an old age, I’ll still read books labeled as YA (or younger) such as Harry Potter. It’s hard enough sifting through the myriad micro-slices of genre without adding to the confusion.
Rant over. We will now return to normal programming. Feel free to hit me with your opinions.