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One of the most difficult challenges of any campaign is targeting younger voters. Distracted by a zillion media options--from the Internet to iPods to video games--consumed by busy social schedules [...]

The article relates the story of how staff at media buying service Fortune Media Inc. created and executed a microtargeted media plan to deliver the right North Carolina audiences on behalf of EMILY's List, a political action committee (PAC) assigned to electing more pro-choice Democratic women to office. It is noted that targeting younger voters, including African-Americans, is one difficult challenge facing any campaign. It says a cable network can offer various programming aimed at very specific demographics.