• APM's Marketplace, Tuesday, October 13, 2009 10:40 AM

The takeaway that Kai Ryssdal gleans from Ogilivy & Mather demographer Peter Francese's 10,000-word white paper on the 2010 census, which became available on the Ad Age Web site yesterday for $249, is that there is "no such thing as the average American consumer anymore."

Indeed, Francese says that census data will show that we are a truly multicultural, very complex society chock full of grandparents -- 70 million or so, to be somewhat precise. But a large number like that somewhat misses the point because the Internet has created a fractionated collection of very small markets, whether it be for Hummel figurines or of NPR enthusiasts.

One thing we're going to see more of, Francese says, is advertising that involves parents, grandparents, and children together -- and boomer grandparents will be smack in the middle of the transactions.

"Your parents are going to say, Kai, you don't really make enough money," Francese predicts. "And you know, our grandchildren, their clothes are so shabby, Kai. Let us take them out and buy them some clothes, right?" Responds Ryssdal: "Have you been talking to my mother?"

Read the whole story at APM's Marketplace »