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
Generation X article. Demographer William Strauss observed that Coupland applied the term to older members of the cohort born between 1961 and 1964, who were sometimes told by demographers that they were baby boomers, but who did not feel like boomers. Strauss also noted that around the time Coupland's 1991 novel was published the symbol "X" was prominent in popular culture, as the film "Malcolm X" was released in 1992, and that the name "Generation X" ended up sticking. The "X" refers to an unknown variable or to a desire not to be defined. Demographer Neil Howe noted the delay in naming