Women feel more comfortable than men taking social risks, such as moving to a new city or wearing unconventional clothes, according to studies using this new, domain-specific risk-taking scale.

WSJ: What Makes a Risk-Taker

Most are small-scale operations serving specific communities, said Levine, who lives in the San Francisco Bay area.

NPR: Crisis Hotlines Turning To Text To Reach Teens

If you want to attract specific audience demos in real scale, just replace the ads with demographically appropriate video snack thumbnails.

FORBES: Advertising As A Destination Model---A Contrarian View