ALL HAIL THE VIAGRA GENERATION.

There is a new generation of children who probably would not exist without pharmaceuticals like Viagra, maintains Ken Gronbach, CEO and president of KGA Advertising, Middletown, Conn. "We call these children `The Viagra Generation,' and we project that their impact will be significant. Not since the return of GIs after World War II has this country seen such an important artificially created trend."

He defines the Viagra Generation as "a group of babies who would not have been anticipated were it not for an artificially created increase in procreative activity from the use of pharmaceuticals. Without drugs like Viagra, I think it's safe to say that these children simply would not have been fathered. So, instead of seeing the naturally occurring end of Generation Y, which peaked in 1990, we are seeing it continue. We've done the math and we expect Viagra-type drugs to make a significant contribution to our population."

Gronbach bases his conclusions on an assortment of figures: One-third of the male population is in its procreative years. In the U.S., that amounts to 46,000,000 males. A conservative estimate is that there are 5,000,000 prescriptions per month written for Viagra alone. At six pills per month (the amount allowed by insurance companies), that equals 30,000,000 procreative acts. The average chance for a normally fertile couple having unprotected intercourse to conceive...