Monday, November 20, 2006

Aging Thoughts

From AOL Headline about lack of programming for the 40 plus age set:

"One statistic he's sure to cite: The survey found 51 percent of the postwar generation describe themselves as "open to new ideas." Meanwhile, only 12 percent of young adults think the older folks feel that way.

Why does that matter? Jones said the average media buyer or planner is under 30. Many are undoubtedly hired for their know-how in appealing to a specific generation, and it isn't the baby boomers.

"There is this huge perception versus reality situation in the marketplace," he said.

Jones is pushing the idea of a "middlescence," about 40-to-59-year-olds who don't feel young anymore but don't feel old, and have plenty of discretionary income."


I still wonder why the under 40 set is bought at $300 a minute while the older set is bought at $100. Age is so "long tail" there is more money to spend and more money to spend for a longer time.

In the world of television I would be concentrating much more on the 40 plus demographic especially as the under 40 flocks to the internet. That is not to say that the over 40 is not capable, perhaps the over 40 just doesn't spend its time investing in mindless entertainment.

This study shows what it the ongoing paradigm in TV advertising: statistics and perception really don't add up.