Ypulse Essentials: Tween Boy Fashion, 'Switch,' Money For Skateparks

'Gossip' style (like the "O.C." before it, the show, which is already being labeled a "hit," is spawning its own fashion sense. I have it recorded…haven't watched it yet) (New York Daily News) (AdAge.com, reg. required)

- CW sponsor wrap (expanding to become 30 minutes of pure advertainment) (WSJ, subscription required)

- Tween boys… (also care about what they wear. Plus teens dig "green" retailers and texting to shop.) (Chicago Tribune) (Media Post, reg. required) (USA Weekend)

- Kids like TV characters (who sing and dance. Plus the rest of this week's Younger Viewers ratings wrap up from Media Life Magazine)

- 'Switch' ("a raft of new multi-platform content strands aimed at 12-16 year olds" launched by the BBC) (Digital Spy)

- Refeathering the 'empty nest' (many college kids are facing a rude awakening when they return to their old bedroom. On the opposite end of the spectrum, one of the Chicago moms I spent time with last week told me she hasn't even made her daughter's bed yet….) (New York Times, reg. required)

- How to reach 'Millennials' (with online marketing…written by a "Millennial" who hates the term "Millennial) (iMedia Connection)

- Money for skateparks (cool initiative for kids to find money to build skate parks)

P.S. We will notify the winners of the five $50 Amex Gift Checks on Monday. Thanks to everyone who filled out our survey!

P.P.S. I mixed up Kristen Bell's guest star run on "Heroes" and incorrectly said she would be on "Lost." Now I have even less of a reason to keep watching "Lost."

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