![Thoughtful China Podcast show](https://d3dthqtvwic6y7.cloudfront.net/podcast-covers/000/056/753/small/thoughtful-china-podcast.jpg)
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.