I feel like I'm constantly surrounded by talk of trying to appeal to a more youthful demographic -- whether it's an ad agency trying to sell the concept of a new car or a magazine trying to boost its readership. Even Reader's Digest, a publication I strictly associate with my grandparents, is trying to go young (although they can't totally ignore their baby boomer clientele).
So, I was interested to read this article, which is, in part, about senior citizens and the role the media plays (or, usually, doesn't play) in covering that demographic. The article talks primarily about the Indian scenario, but perhaps some of it can be generalized. I haven't done an extensive study of reportage on the issues of the elderly in this country, so I wouldn't presume to make any statements. But I wonder if, here too as in India, the aged only get major coverage when something tragic happens -- like the boat capsizing on Lake George last weekend? Are the elderly otherwise relegated to the sidelines because capturing them as an audience doesn't have the pay off that hooking a youthful audience has?
It's something to think about. Hey, I didn't even know October 1st was International Day of Older Persons (and has been since 1990)!
K (not verified) @ October 7, 2005 - 6:14am
The consumer markets of the world are shifting from the orignal base of the middle aged to the extremes. Very Young and Very Old. With people retireing earler with better pension plans there has been a boost the the surplus income of this demographic. however the buying trends are still very limited. while willing to 'invest' in virtually anything, they are reluctant to 'buy' much. On the other hand the young are always ready to pick up the next new thing. ofcource there's always the coolness factor. what would the world be like if the longest commercial at superbowl halftime was for 'Depends' ??
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