Also maybe Jim is thinking that consumption patterns will change as people get older or change their life styles. Unlikel, you might think, but I recall my recent study at Northeastern University. I was working with a group of undergraduates who were unfamiliar with blogs or corporate blogs. In fact they held some of the same assumptions the the cliche predicts the boomers might hold about blogs. Blogs are run by a bunch of teenagers, and I am quoting there. I think community and social networks have a lot to do with people’s media consumption. Everyone is realizing the benefits of using the internet for news, its instant and up to date. That’s not to say that current media consumption patterns amongst the young will be hard to change. I do think Dave you might ask Jim for an interview and get his clarification on these issues. After all his company is based upon the premise of measuring online media.