Younger audience near its use-by date.

Simply put, they are ahead of us. Us meaning the U.S., they meaning the U.K., Australia, France, Canada.

Here's a piece by Paul McIntyre in The Sydney Morning Herald. Excerpt:

It's a funny game, advertising. Few want to get serious about targeting those with the money - the older age brackets - which gives the network with the young guns a handy position.

But it will change when the advertising herd does start a meaningful migration to older folks.

They used to follow our leads in marketing, ape our advertising. Now, we'd be in better shape economically if we started following and aping them.

"Follow the boomers, follow the bucks."

How refreshing to read about a fellow who (in contemporary parlance) gets it.

Bob Hastings is the CEO of the Rockland-Thomaston Area Chamber of Commerce in Maine — and he's not thrilled with his state's advertising campaign for tourism. Read Tom Groening's piece in the Bangor Daily News:

Using a photograph of a twentysomething Lycra-clad man climbing the rock face of a mountain to sell a Maine vacation is just wrong, Bob Hastings believes.
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The "real Maine," Hastings argues, is a place where couples in their 50s might have breakfast in a downtown diner and hear lobstermen gripe about the fishing in the next booth.

Mr. Hastings also grasps the importance of the internet and how Baby Boomers use it.

What impresses me the most is that Bob doesn't need to read my book — or any other books about marketing/advertising to Baby Boomers. Fortunately (for Yours Truly and my publisher), not too many people are as on top of things as Mr. Hastings. And even if they happen to be as smart, they're often intimidated by ad agencies' youth-only agendas.

After reading this profile in The Angelis Press by William Lannon, I'm guessing that not much intimidates Mr. Hastings.

Sir Paul as Spokesperson

Flack Ace Peter Himler's take on Fidelity Investment's investment in Sir Paul as spokesperson for their company is a must read.

Also, Mr. Himler has recently tossed some video into his blog. Click the clips on the left ("Why I Blog" and "Getting Behind the Headlines").

As I've said before, there's no better spokesperson for PR than PH.

Selling Online to the Older Shopper

Writing for ecommerce-guide.com, James McGuire focuses his latest piece on Selling to the Older Shopper.

What does the article say about Baby Boomers? A whole bunch, including this unsurprising but ignored fact:

Today's seniors are reluctant to buy online from a site they haven't heard of; if they don't know a business offline it won't get their dollars online. But with the age 50-64 group, there's a mentality of wanting to try new things and being adventurous. The fact that an online vendor is newly launched is no deterrent for them.

Have browser, will travel.

Marketing and Age and Everything in 324 Words

Well, I wish they were my words - but I'm too much of a slobbering gusher. So here's Dick Stroud's simple, concise Theory of Everything (The UK version, at least). He wraps it up pretty well.

Also download Dick's two new articles in PDF:

The Charmed Generation Becomes Generation Broke

Digital Marketing for The Charmed Generation

Make sure you (at the very least) check out the second one. Dick's web site design and navigation commandments should be carved in ethereal stone.

For another Theory of Everything from New Zealand, read this article.