Why Gen Y Is Going to Change the Web is an excellent post Sarah Perez at Read Write Web. Gen Y matters to newsagents because many of us employ them and because we need them as customers.
Part of the challenge for traditional media is the apparent disconnect between Gen Y and traditional media outlets such as TV, newspapers and magazines.
The newsagency model is built on structured, traditional media, a one way communication from producer to source. The communication model with and for Gen Y is unstructured. Drawn it can look like a bowl of spaghetti. Take a look at this – Sacha Chua’s Gen Y Guide to Web 2.0 at Work (made for IBM). It beautifully illustrates the point of the disconnect between traditional communication channels and Gen Y.
