This paper examines alternative approaches to wage subsidy programmes. It d
oes this in the context of a recent active labour market reform for the you
ng unemployed in Britain. This "New Deal'' reform and the characteristics o
f the target group are examined in detail. We discuss theoretical considera
tions, the existing empirical evidence and propose two strategies for evalu
ation. The first suggests an ex-post `trend adjusted difference in differen
ce' estimator. The second, relates to a model based ex-ante evaluation. We
present the conditions for each to provide a reliable evaluation and fit so
me of the crucial parameters using data from the British Labour Force Surve
y. We stress that the success of this type of labour market programmes hing
e on dynamic aspects of the youth labour market, in particular the pay-off
to experience and training.