Who will lasso emerging media audiences?

In my work focused on behaviors and trends among young age groups that traditionally emerge as audiences for media companies, our most rewarding projects are done in conjunction with top journalism schools. These graduates in Advertising from the University of Missouri Journalism School stunned me with their work last year. At the start of the semester I presented them with a challenging case. It focused on a segment of women apathetic to a particular technology topic and the media and advertisers covering the topic. These students, and an even larger contigent of seniors at the University of Minnesota Journalism School, nailed the case. The owner of an advertising agency in Toledo and a former client of agencies at major advertisers had this comment: "This work is better than full-blown presentations I've seen from the biggest agencies."

Meet (l. to r.): Doug, Christina, Kyle, Michael, Jessica, Sarah, Vimbai, Jessica, Adrienne, Rupa, and Jon.