quote: media as a tool for achievement

I was talking to this guy Matt Hook at Vizeum, and anyway amongst other things, he said:

Amongst younger male audiences, media is being seen less as a thing to consume, and more as a tool to achieve

as evidenced, for example, by the proliferation of specialist titles, and the increased amount of how-to features and articles in Sunday press. I just thought it's quite a neat quote/viewpoint.