Many, in particular, are trying to reach a relatively newly identified demographic group called Generation Jones. This group includes people born between the mid-1950s and mid-1960s. U.S. social commentator Jonathan Pontell identified this generation and coined the term "Generation Jones."

Prior to the popularization of Pontell's theory, members of Generation Jones were included with either the boomers or Generation Xers. As a result, the demographic has been referred to as a lost generation. In fact, the connotations of the name "Generation Jones" include a large, anonymous generation; and the slang term "jonesin,'" refers here to the unrequited craving felt by this generation of unfulfilled expectations.

Online marketers also are beginning to understand the important distinctions between the two groups.

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