The Millennials, that generation of consumers currently 9-28 years old and numbering 79 million, will have a profound impact on the media business over the next 10 years, according to researcher Brent Magid of Frank M. Magid Associates, MediaWeek writes (via MediaBuyerPlanner).

Millennials consume the equivalent of 20 hours of media a day - all in about 7 hours, Magid says. They get much of their information from word of mouth or from social networking sites - Magid said 18 million 13-28 year olds use social-networking sites each day - but on-air promotional messages by TV stations and networks are still one of the most important ways to reach this group. But those messages must be "promotional" in nature, and more cutting edge than traditional messages.

The most successful companies marketing to Millennials will be those that are able to constantly reinvent their brands, use integrated marketing, make marketing more accountable for results and re-create internal marketing teams.