It's New Years Eve here in South Natick. Like the holiday or hate it, you'll probably agree it is at least a time to take stock and make pledges to yourself about the coming year, both personally and professionally. Maybe in the time it takes the clock to transition from 2007 to 2008, you'll consider whether or not to make 2008 the year in which you'll make some wholesale changes in the way you market your products and services.

To evaluate that possibility, here's a column by Michelle Richard who is the co-owner of Coalesce Marketing & Design Inc. in Appleton, Wisconsin. It's all about a market target that in a recent survey was at the top of the list for more than 80% of marketing executives polled: Generation Y, which they say happens to be twice the size of Gen X.

The column is worth reading from beginning to end if you're interested in learning why traditional media isn't going to reach this audience; if you want to better understand how and why this group is becoming increasingly immune to old advertising formulas.

Happy New Year?

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