Summary: Advertisers in China are shifting ad dollars into digital media, but navigating China's media industry has long been a difficult task due to the size, scope and fragmentation of the market. This week on "Thoughtful China," we analyze the behavior of young Chinese consumers--the "digital generation"--with an academic eye, rather than our usual business focus. Host Kitty Bu interviews Don Schultz, Professor Emeritus at Northwestern University's Medill School and the co-author of "Understanding China's Digital Generation," which will be published later this year.
