The Irving-based Boy Scouts of America realized something important recently: Kids don't climb trees anymore.

They don't hike, or explore muddy riverbanks, or spend lazy summers camping in the back yard.

Kids are online, electronically connected, and their time is in digital demand.

This morning, the Boy Scouts of America is rolling out a high-bandwidth plan to re-connect with the nation's youth. It's a plan that's already had repercussions: More than 40 employees at the national office lost their jobs last month.

"We haven't been very innovative, creative or nimble," said Chief Scout Executive Bob Mazzuca. "It's time to change that, and it's time to re-introduce the American people to the Boy Scouts."

The rebirth, he said, begins with marketing.

The Boy Scouts will roll out a MySpace-type social network site later this month that will allow Scouts, volunteers and alumni to connect and share stories. There will be advertising – perhaps on MTV, YouTube and Facebook – that will dust off the 1950s image of the Scouts.

With 5 million kids in Scouting programs, the Boy Scouts of America is by far the largest youth program in the world. Even so, membership has been trending down for a decade – by as much as 1 percent a year.

"This isn't a desperate move on the part of the Boy Scouts," said Mr. Mazzuca. "We're going to survive, but if we want to survive and thrive, we've got to do these things."

He said the change has been painful for some Scouting staff members – including the more than 40 people who lost their jobs.

Mr. Mazzuca describe those jobs as "mostly back office" type positions that will be obsolete when the Scouts move into a more digital form of delivering its message.

For example, he said, the group would no longer produce, print, bundle and mail Scout materials to its offices around the nation. Instead, the information would be available online.

Mr. Mazzuca said the Scouts would also work to diversify its ranks.

The Hispanic population boom in places like Texas and California offer both a challenge and an opportunity.

"If we don't figure out those communities all over the Sun Belt and across the country, then we will become a niche organization for the white, middle class," he said. "We want to serve all kids, and that's really what these changes are about."