Life after demos
Joe Mandese
It has been a couple of years since I have made any New Year predictions in this column, and I would like to break that tradition this month by making one – just one. And, no, it is not about Google. Well, not specifically. My prediction is that 2008 will be a year in which the advertising and media industries finally challenge the role of demographics as the primary method of targeting consumers with media. It is a challenge that is long overdue. Demographics are crude surrogates at best for who a brand's consumers actually...