With digital transition firmly taking hold of the fertile imagination, attention spans notwithstanding, firm data is ground control. More data should yield greater understanding. Indeed, it does. But that depends on what, exactly, folks want to understand. After that, everything is just as complex as it was last week.
The preferences, interests and attitudes of young people, shifting as they will, cause considerable anxiety within the media world. This is not particularly new. The young have irritated their elders forever. Accused, typically, of incessant devotion to fun young people are also insatiably curious. Thereís a news story here.
Media consumers are, mostly, confined. They hear, see and touch what is nearest. This is called proximity, the branding concept considered the strongest. The web, smartphones and the rest of new media has the potential to change all of that, testing the ties that bind media outlets with their best friends. It is a challenge.