For many, we remember the first time we logged onto the Internet or sent an email. But for some in the latest generation, they can’t remember not having access to the web. In fact, they can’t imagine not having access. A recent Frontline piece on the trend showed how our nation’s youngest and brightest minds at MIT are multitasking constantly. While the students were fully confident that their ways were an improvement, professors felt differently. Multitasking aside, how can any marketer connect with such a distracted population. Though they may be using all the new media platforms, they are bouncing from one to the other with astonishing speed. This is further evidence of the need to use a broad strategy instead of relying on one or two media platforms.