You find them in surf shops, golf shops, sporting goods stores: ball caps bearing the legend "Old Guys Rule." For women, "Fifty is the new 40." Once an oxymoron, "Adventure Cruise" is now a successful
marketing ploy. Universities compete to land the "life learning" travel market. So why are television advertisers spurning this demographic gold mine? Last week, CBS announced the cancellation of four
prime-time shows simply because they appealed to a just-over-50 crowd. CBS is fighting its reputation as the geezer network by dumping the baby-boomer demographic bulge, though these graying heads
will be alive and spending accumulated wealth for decades to come.
Read the whole story at Los Angeles Times, May 23, 2005 »
