1) Everything that’s already in the world when you’re born is just normal;
2) anything that gets invented between then and before you turn thirty is incredibly exciting and creative and with any luck you can make a career out of it;
3) anything that gets invented after you’re thirty is against the natural order of things and the beginning of the end of civilisation as we know it until it’s been around for about ten years when it gradually turns out to be alright really."
by Douglas Adams
OK, not always and exactly thirty. For some it's sixty, for some it's twenty five. And that is one of reasons why the thinking on mass media age is so deeply embedded into so many organizations. From planning marketing activities (obivously) to organizing internal processes, services, new product development and just changing internal culture.