igen

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....

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....