Millennials Age" editorial coined the phrase "Generation Y" to describe those who were aged 11 or younger as well as the teenagers of the upcoming ten years who were defined as different from Generation X. According to journalist Bruce Horovitz, in 2012, "Ad Age" "threw in the towel by conceding that millennials is a better name than Gen Y", and by 2014, a past director of data strategy at "Ad Age" said to NPR "the Generation Y label was a placeholder until we found out more about them". Millennials are sometimes called "Echo Boomers", due to their being the offspring of
MTV Generation daily teen viewers. Children of the eighties would henceforth be known as 'the MTV Generation.'" As early as its October 13, 1984 issue, "Billboard" Magazine was using the term in reference to musical preferences. The phrase was later expanded to include the purchasing choices of a generation of consumers, with the J. Walter Thompson advertising agency describing the demographic in a 1985 presentation entitled "The New American Consumers", with one business columnist noting that "We baby boomers are raising what J. Walter calls the MTV Generation and these 12 to 19 year olds are unbelievably affluent..." Bret Easton Ellis was