
48 B
ENCH
S
TRENGTH
• The aging of the U.S. p opulation, and the changing m edia
preferences fo r this audie nce.
• The challenge of reta ining the vi ewers hip and read ershi p of
a younger audience, one that wasn’ t wea ned on television
and newspapers .
• The rapid growth in ethnic divers ity in the Un ited States ,
with particula r attention to the expanding H ispan ic con-
sumer market.
• The incredible fragm entat ion of the cu stomer marke t, not
only thro ugh the introduct ion of hundr eds of new alterna -
tive chan nels, print advertisers, and Web-based market ing,
but through the intru sion of newe r form s of media, such as
satellite tele visio n, ...