Print and broadcast media, pushed by Madison Ave. ad experts, continue to treasure the 25-to-54-year-old segment. Meanwhile, mature folks --- those 65 and up --- are neglected on all fronts, as ad folks think they don't buy anything from their rocking chairs and consider bingo as the sole form of entertainment.
Latest rumble from Gotham is that The New York Times is quietly considering development of a tabloid newspaper aimed at young people. No indication of the content, including features or precise age bracket. But one thing is for sure: stories would be shorter.
Meanwhile, for the second consecutive week among evening TV newscasts, ABC World News remains in first place among 25-to-54-year-old viewers, points out Gail Shister, in her Wednesday column in the Philadelphia Inquirer. "Advertisers pay a premium to reach 24-to-54-year-old adults," she adds.
Shister includes some input from Andrew Tyndall who puts out a newsletter that monitors TV news. Tyndall tells her, "If you put your resources into the fight to grow an audience, you try to grow younger rather than older viewers. There's less payoff in attracting people over 65. Advertisers don't want them and they're not going to be around that long."
Whoops!
If New York-based Tyndall is picking up that tired, decades-old thinking over lunch with Madison Ave. people, someone forgot to mention that many in the gray-hair set have their homes, boats and student loans paid off. Their household income includes pensions, investments, dividends and Social Security. And they, too, buy cars, furniture and fine wine on a regular basis plus they have time to take long trips (cruises, for example). But they aren't too excited about acquiring portable digital media players.
Grumpy Editor cites latest available figures from the Census Bureau that puts median household income of 26-to-44-year-olds at $34,601. That compares with median household income of $36,006 for those 65 and up. With married couples 65 to 69, median household income is $45,305.