gen y

One of the issues in not watching television, as my favourite co worker Stan points out, is that you miss ads. Which is fucking awesome for the most part except that people often talk about them. On more than one occasion I've been caught out where friends have turned to me as the one studying advertising and I've not had a clue as to what they're talking about.Ads, it would seem, remain a popular conversation topic. Music is another, which despite the fact I don't listen to radio, strangely hasn't affected me. The biggest issue that I am suffering from, is news. With the massive decrease in the consumption of traditional media, myself and many of my friends tend to be less informed about news and current affairs.And the only real reason this has become an issue is because it's a popular conversation topic among peers that I can't always join in on. But other than that, is this a big deal?For the most part, news programs have become commercial, vested interest vehicles of entertainment anyway. And as tragic as it was, is the death of four teenagers in a car accident really something that I should be concerned about?Instead, democratically, the most important and the most interesting news finds its way to me. This means I receive a lot less unimportant news, yet the big stories, like an natural disaster leaving many in need of aid, are made aware to me through platforms like Twitter. The jet skiing squirrel does not (I use Digg for that).Overlooking the fact I work (using the word lightly) in advertising, is it an issue that the next generation will be less informed about many of the ultimately pointless day to day news?...

Being young and being a Gen Y (or an iGen for that matter) are not the same thing. The two are correlated, not dependant. Don't confuse a mistake of youth as a Gen Y characteristic. Every generation makes mistakes when they're young. Don't stereotype on something that applies to everyone. Even you....

If this were a comic from the 60's that's what would appear on your screen after The Punch launched itself today. Rather excitedly, I can announce I've been asked to write a fortnightly piece. I'll be linking my articles here and my first is about the death of the book. I've been told my massive ego should cushion the hurtful comments. Suppose we'll have to wait and see....

In what seems like months ago, I raised a few questions on how Gen Y and iGen's consumed content. As one old bull kindly pointed out, it's easy to ask questions and not answer them. So how do you as a marketer, media producer or content creator get through to me? Simple. Using one of these new media business models, based on the concept of free or with microtransactions. Things like Dr Horrible and Clark and Michael are great examples. We, as Gen Y's and iGen's, are not going to pay more than what content is worth. And we've been brought up thinking that this content, especially digital content, is free or valued at only a few dollars. Most advertisers, content creators and media producers fail to see how this can be monetised, but the examples above show it's possible. That's how you get through to someone like me and still walk our profitable....

Micro transactions. The new media business model that is going to save at least two industries and possibly cure cancer. Tying in nicely with the long tail, micro transactions work perfectly for a pirate ridden Gen Y and where traditional business models have failed. Gen Y want everything free, but are happy to pay a small amount for instant gratification. If it's worth paying for, we'll pay for it. Here are some examples...

I am your stereotypical Gen Y. Admittedly I'm probably a little more tech savvy and geekier than most but this is how I communicate. I do not write letters. This is a given. And certainly not something I need to blog about. Although an interesting side point says companies should just send my bills and statements electronically, please stop wasting paper. I do not use a landline phone. With a ridiculous capped plan on my mobile I have no need to use a house phone. It's a waste of money for me to pay any rental fees yet companies still insist I give them a mobile number and a home number when filling in forms. If you're a telemarketer and no ones using landlines in 20 years...

"Our children now love luxuries. They have bad manners and contempt for authority. They show disrespect for elders and they love to chatter instead of exercise. Children are now tyrants not the servants of their households. They no longer rise when elders enter the room. They contradict their parents, chatter before company, gobble up their food and tyrannise their teachers."Socrates, 425BCThanks Jake....

Every so often on my commute home I pick up and flick through the very reliable source that is mX. An interesting article suggested that some research has shown modern technology and Gen Y are driving changes in the English language. What I found interesting was that these changes were beyond the point of lols and 1337 speak. Due mostly to the limited characters available when sending an SMS, 404, a reference to a website fault means clueless. And the predictive text for the word cool first produces book, which as a result has given it a second meaning. Nenagh Kemp, psychologist from the University of Tasmania, suggested that this type of English was not dulling our language skills, but in fact part of the language's natural evolution. Interesting. Now please stop telling me that my generation is ruining everything. I'm off to fix the economy and deal with Global Warming...