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Why Media Are Going For Younger Audiences

By: Kevin Nunley

Kevin Nunley provides marketing advice, copywriting, and promotion packages. See his 10,000 free marketing ideas at Reach Kevin at or 801-328-9006.

Noticed recently how your favorite "mature" newscaster has been replaced by a much younger face? Or how TV commercials and series are featuring younger characters and more youth-oriented story lines?

For decades media has followed baby boomers. In the 50s and 60s, boomers created huge audiences of kids that media went after feverishly, with Top 40 radio and lots of kids' shows on TV. By the 1970s the cry among media programmers was "appeal to 18 to 34 year-olds." In the 80s, going after 35 to 49 year-olds was all the rage.

Today, many in the massive baby boom audience have raised their kids, bought about as much stuff as they can cram into their home, and have plenty of money saved and invested. Wouldn't this be the best time ever to advertise to boomers?

No. Advertisers want customers who are at times in their lives when they are having to spend every last dime the moment they get it. The young couple with several small children who constantly need food, clothing, education, insurance, and medical care are the ones advertisers want. These are the same folks who buy lots of cars, purchase and furnish new houses, and may be starting new businesses.

Keep these things in mind when placing advertising. Boomers are cheaper than ever to advertise to, but younger audiences may be pricier to reach.

© 2002

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