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Lost Generation

. . . and found generation. Introducing the generation called Jones

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This story appears in the May 2000 issue of Entrepreneur. Subscribe »

In the caveman days, advertising must have been simple. If you needed to promote a product, you just went to the cave TV station and aired your message to caves across the country.

That was The Flintstones; this is now. We have labels for specific age groups, like "Mature Generations," because nobody knows what else to call the World War II soldiers and nurses who gave birth to the baby boomers who begat Genera-tion X, who in turn begat Generation Y. As we all know, if we're advertising a brokerage firm, we aren't going to advertise on a Saved By the Bell repeat. But we might on a repeat of The Monkees, a favorite of Generation Jones.

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