A long piece in today’s New York Times Magazine debunks the myth of the 18-34 demographic.
People over the age of 50 account for half of all the discretionary spending in the United States. Proportionally speaking, there are more of them than there ever were, and they are voracious cultural consumers. They watch more television, go to more movies and buy more CD’s than young people do. Yet Americans over 50 are the focus of less than 10 percent of the advertising.