• Ad Age, Wednesday, November 30, 2005 10:45 AM

Jim Geoghegan, president of the media-planning agency Media Head, says a study of how young boys and girls use media reveals that girls are notably more skillful at multitasking--that is, surfing the Net, text messaging, watching TV, and so forth, all at the same time. Advertisers and marketers who want to reach this 12- to 17-year-old demo should strive to take advantage of this tendency among girls. Says Geoghegan: "You need to think beyond targeted print or TV, and think about how these mediums influence each other. For creatives, particularly, there are opportunities to create advertising where these mediums intersect and overlap, and girls are engaged." While girls are especially adept at interacting with multiple media simultaneously, the report from New York-based Media Head also indicates that youngsters in general are more multimedia-oriented than those who are older than 17.

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