The MP3 Youth Movement

Brandweek, July 3, 2000 by Todd Wasserman

RCA is not alone in seeking to draw a generational distinction. Sony is targeting its Walkman advertising at collegeage consumers. Walkman TV spots take a less-edgy abstract approach, beaming an alien named Plato, clad with Walkman, to an unnamed West Coast college. Philips' approach in an umbrella campaign that broke last fall, was to merely feature younger people in its advertising.

For such companies, using a DAP to take a shot at Gen Y makes sense, but S3's Reed said the market is already splintering beyond that demo to include women and older techies. "Gen Y is a significant part of the market," said Reed. "We're just saying that it's bigger than that."