Baby Boomers give way to the 'Millennials'

Baby-boomers are no longer considered an important market. The media is consumed instead with getting its messages across to the generation of nine-to-28-year-olds and they've been given a name: the Millennial Generation. Researcher Brent Magid told a New York conference yesterday that there are 79m of them, they consume 20 hours of media a day (really?), and they get most of their information from word-of-mouth or from social networking sites on the net. Oh yes, and they don't read printed newspapers. (Via MediaWeek: Today's Most Viewed Articles)