Who is your competition?

I promised a few words on marketing today. I am going to start with, "know your competition." According to this study by the Kaiser Family Foundation, kids are spending more time with media than they were a few years ago. I am sure you are not surprised by this. There are some interesting break downs in media by type (games, music, computers, etc.) but the bottom line is that kids are spending less time reading traditional books. If you are going to market to this demographic, and we are school librarians, we are going to need to amp our game up just a little. What are the other things that compete for kids time and attention?