As the media landscape changes, so does the way we approach age and gender groups in our media planning. People no longer fit into neat categories by age and gender (not that they ever really did!), so we must approach our goals and strategy differently as a result.
This recent post on TED.com further discusses the implications of these changes.
Johanna Blakley is the Deputy Director of the Norman Lear Center (a media-focused think tank at the University of Southern California). She studies the impact of mass media and entertainment on our world.