Advertising has become a ruling power in today's world. No other industry has ever had such influence on market before. But if advertising is the soul of modern economy, the consumer masses, to which the advertisement is intended, are its blood. Therefore, there is always much noise around, when there is a decrease in rates for advertisement audience within any mass media representative. TV is the biggest one. It allows the audience to perceive the information visually, orally and together – emotionally. That is why there is much discussion going on currently around drop in watching TV among men aged 18-34 segment.
             Among men 18 to 34, prime-time viewership on cable and broadcast TV combined is down from 10.3 million a year ago to 9.6 million this season, according to Nielsen Media Research. Nielsen suggests that more young men are playing video games, watching DVDs, and perhaps surfing the Internet.
             Some television executives say the wild success of the baseball playoffs disrupted the season's launch and skewed the numbers. Still, even they concede that today's top shows, including "Friends" and "Survivor," are older now and can't draw the huge numbers they used to. So, one of the reasons this certain target group has dropped in watching TV is because our media has nothing exciting to offer us this season.
             Advertising companies -- who pay a premium to reach young people -- put the blame on the current crop of new fall shows, which they are calling a bust. "Coupling," once considered a possible successor to "Friends" as a reliable hit, joined CBS's "The Brotherhood of Poland, New Hampshire" and Fox's "Luis" on the cancellation list.
             This time last year, men were watching shows such as Fox's "Fastlane" and HBO's "The Sopranos." "Fastlane" was canceled (because it didn't have enough total viewers), and "The Sopranos" won't return until March.
             The explosion of cable channels, TiVo, video games, and DVDs is in a headlo...