In some cases, attitude is everything.

When our friends at The Greenville News decided to launch their weekly news and information publication for Generation X, they needed to appeal to certain demographic characteristics.

This is a demographic that tends to morph business, family, friends, leisure...all into one big thing. They are also a generation of shoppers. They like deals. And as the first generation of the Internet, they like (and are accustomed to receiving) FREE stuff. Particularly FREE content. And, it is a generation characterized by a passion for sarcasm.

All of this worked together to form the self-effacing concept for the Link campaign-focus group approved.