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come from one of those families that lives and breathes technology. Not so strange considering I grew up in the Silicon Valley. Still, spend an evening with the whole gang together and you’re guaranteed to hear all about the latest gadget, start-up or be proselytized in the one true religion called Apple.

Smack in the middle of that mix is my brother, the self-proclaimed ‘News Nimrod’. Gen X-er, works for a start-up of course, and a true disciple of anything starting with the letter i. In addition, he also has a keen interest in the arts and all things political. In fact, I dare you to ask him about George Bush or Sarah Palin. Between you and me, sometimes I do it purely for entertainment.

The News Nimrod is a demographic dream. A 25-44 year old male, a group which ranks the internet as their number one leisure activity. He still has some strong ties to traditional mediums but is passionate about new technologies and up-to-date on the latest gadgets. He’s also educated, discerning, urban and has expendable income.

Today’s Gen X-ers are a sweet spot on the internet. They have embraced the medium into their everyday life and are prolific users of social networking, irrespective of their global location. They read, listen and watch. They Digg, rate, share and favorite content daily. More importantly, they are in their peak years of product and service consumption. They are moving into positions of leadership and influence. They are entering stages of mid-life and established family, and are focused on the future. They are the spenders, the decision makers, the investors.

What is the key then to engagement with this prime target audience? After all, they permeate all the major stakeholder groups. How do you grab their attention and deliver a specific message without alienating them from your brand? While certain older forms of advertising still hold some sway, word-of-mouth both online and offline today far outweigh all other mediums. That’s because Gen X-ers were weaned on MTV and are largely immune to traditional advertising. Corporate speak is a turnoff and authenticity is key. In fact, it’s not only Gen X-ers, the public in general has simply become far less tolerant of mass messaging and increasingly demanding regarding content. People also expect companies to listen and cater to their needs. It’s a bit like football then, consider it an integration play.

First, the guiding principles: 1) people want simplicity, not more choices; 2) people are longing for solutions that go with them everywhere: think phone, tv, internet, etc.; 3) people also want quick delivery to the device of their choosing. Think access anywhere, any time and the power to choose what is delivered.

Second, the strategy. Strategies today should be social and relevant to your audience. People also demand powerful apps and content that both help and inform him at the same time. This means giving it to them straight, in sound bites, because they hate marketing speech and are easily bored. Remember as well that people are short on time, not looking for too much of a deep read online. They want help cutting through the clutter. That means no article, linking to video, linking to podcast to get the complete story. Instead they need to be lured in with layered content, stuff that tickles their curiosity. A good case in point is augmented reality: two forms of media overlapping each other. For example, a CNN anchor walking on a shifting image of a map on the floor as the story unfolds. Bottom line is give them a bit of intrigue.

Third, the players. Treat the News Nimrod like he is a key member of your team. Make him feel special. To do this, interaction is vital. Gen X-ers want a relationship with the brands they bond with. Remember how much they value opinions and that they will always go looking for peer reviews. Because of this, they expect you to do the same. Work hard to build trust and give them a way to rate you and give feedback. Then show them in the content that you deliver that their voice matters.

Above all, remember that the News Nimrod is nimble, quick and smart. Treat him that way and his brand loyalty will be the best reward.