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The Army has a well-established history of using television commercials to reach possible recruits. The Times quotes the simply impossibly named Lt. Gen. Benjamin C. Freakley on the motivation for the new direction in recruiting. "We're working hard to increase our social media. We fully recognize that young people TiVo over commercials or are multitasking on their smartphones when the commercials come on...We have to reach out in forms like we're discussing to get them to want to know more, to join us in social media and extend the dialog." The branding message remains consistent, if not terribly clear to me: "Army Strong." It plays out across a number of properties, including a website, Army Strong Stories, and a Go Army Facebook page (complete with exclusive X-Men movie footage).

"With the rise of texting, instant chat and transcription apps, more people are ditching the venerable tool that once revolutionized the telephone business, displaced armies of secretaries and allowed us to eat dinner more or less in peace. The behavioral shift is occurring in tandem with the irreversible fading of voice calls in general, prompting more wireless carriers to offer unlimited voice minutes. In data prepared for USA Today, Vonage, an Internet phone company, says the number of voice-mail messages left on user accounts was down 8 percent in July from a year ago."