emerging Gen X and Gen Y spend a large majority of their time in substantially
less controlled and less homogenized environments including physical areas such
as bars, restaurants, health clubs, ball parks etc; online; gaming; listening
to satellite (non-commercial) radio; and listening to iPods and other digital
music devices. It’s a world of social networking, downloads, digital
communities and heightened mobility. It is not a world where the traditional
media trinity lives or where advertisers have been for the past 30 years.