Baby Boomers Conquer Self-Employment Market

My book is selling well within the advertising and marketing industry...

But I really wrote it for non-industry folk: advertisers, anybody or any company with a product or service for Baby Boomers — and entrepreneurs.

Here's a press release about Baby Boomers as entrepreneurs:

Global outplacement firm Challenger, Gray & Christmas reports the nation is on the brink of an explosion of new business start-ups.

The interesting thing is this boom, which is said will resemble the dot. com boom of the late ‘90’s, will be led by baby boomers and would-be retirees and tend to be better educated, healthier, and more tech-savvy than their 20-something predecessors.

Madison Avenue Fever

This documentary doesn't have anything to do with advertising to Baby Boomers today — but if you're a Baby Boomer and/or in advertising, it should be fun:

Madison Avenue Fever is an entertaining and informative look at the birth and development of television commercials in the 50's and 60's, the period known as the “golden age of television.”

Remember the Ajax knight on horseback, the happy kid who learns he has no cavities after brushing with Crest, and so many other commercials that have become a part of American heritage and imbedded in the memories of baby boomers?

More on this "Comic Documentary About the Early Days of TV Advertising."

Where's the TV for us?

Here's a good article by Karin Lipson of Newsday.com.

Network television not only is under siege from other media - but compounds the problem by ignoring Baby Boomers.

Brad Adgate of Horizon Media and Alan Wurtzel, president of research for NBC Universal, do a good job exposing the silliness of television advertisers (and advertising agencies) targeting only the 19-49 demographic:

There's never been an "older" audience quite like the baby boomers, for one thing. "I don't necessarily think, as the first baby boomers turn 60, [that they're] necessarily more or less brand-loyal than someone who's 30," Adgate said. "You're getting a group of these 75 million baby boomers who are very, very active, and there's a lot of them."

NBC's Wurtzel, interestingly, agrees. What some advertisers "fail to realize is that there has been a huge change in people's lifestyle," Wurtzel said. Baby boomers, for instance, "wound up having babies 10 years older than the previous generation. If you would really look at a person's 'life stage,' you'd probably have a better predictor of their consuming behavior than if you look at their age. So you can certainly argue that the 19-to-49 demographic is somewhat obsolete."

The Most Famous Advertising Man in the World

While bantering with Ray & Brad on The Advertising Show, we started to talk about the history of advertising—and (no surprise) David Ogilvy's name came up. I think I stumped the stars - asking them how old they thought Mr. Ogilvy was when he wrote his first ad.

Answer: Thirty-nine.

The ads/campaigns that David Ogilvy is most famous for were created when he was in his forties and fifties. (Advertising agencies today don't like to hear this.)

Here is an entertaining (and revealing) speech given by Kenneth Roman last year about David Ogilvy. An excerpt:

When he began to make his mark on Madison Avenue, Fortune described him. “At fifty-three, Ogilvy is a remarkable young-looking man, with wavy, dark-blond hair (cut rather long), blue eyes, and a fair complexion, who might easily be mistaken for a successful British actor. He smokes a pipe, his speech is that of an English gentleman, and he wears tweed to the office, where he is served tea every afternoon by a maid named Bridey Murphy. His vests have lapels.”

Mr. Roman is the former chairman and chief executive officer of Ogilvy & Mather Worldwide - and was also a guest on The Advertising Show.

On The Advertising Show

Major thanks to Brad Forsythe, Ray Schilens, Stephanie Ceritelli, and all involved with The Advertising Show for putting up with me as a guest last Sunday, August 7th. It was great fun, and a real honor. (And to be honest, I was a bit shocked that they called. The book is barely out of the gate.)

You can listen to the archived show here. Two hours compressed to 79 minutes.

This week their guest is Brian Steinberg, the advertising columnist for The Wall Street Journal. The week after that, Mike Boylson, Executive Vice President/CMO of the J.C. Penney Corporation. And in September, (Cyber-Legend) Lars Bastholm of AKQA is booked.

What's the matter? Can't they attract any important people???