In a recent Vanity Fair article Michael Wolff alludes to recent research, and gets the idea that conventional approaches to getting attention to news aren't working:
Here's the result of the latest survey (from the Shorenstein Center on the Press, Politics & Public Policy) involving under-30s and their relationship with the news (newspapers, network news, cable news, radio news, even online news—whatever): they don't have one. They literally don't pay attention to something that is specifically designed to make you pay attention (i.e., the headlines and the blood).
I think he's right, people are getting increasingly media-savvy, and the old stuff works less and less, particularly among younger people. Maybe this is something we're seeing on craigslist.