Why are Millennials seen as an elusive group to effectively target with media?

Other than newspaper readership, Millennials are on-par with other generations’ media consumption. According to the GfK-MRI Fall 2015 Survey, Millennials read just 11 newspapers per month compared to Gen X’s 14 newspapers and the Boomers’ 18. However, Millennials spend more cumulative time with TV, radio, and digital media than Generation X while each generation reads an average of nine magazines per month.