How do you reach this very tech-savvy consumer when he or she is multitasking or parallel processing across different programs? It's a different kind of consumer, who's absorbing media differently.
There are a lot of players in the youth or alternative marketing space. It's a tough jungle out there. Plenty of companies will give it the old college try and just end up as part of the noise.
Tomorrow this is going to be an enormous audience of grown-up salaried adults. It's going to be even more difficult to get them then.