• by July 22, 2005

MATURE, VICTOR - Until today, when we heard from the folks at New Outlook magazine, we thought "mature media" were media like newspapers and yellow pages, whose markets had matured so much that they had no more room for growth. Now we know they're really media outlets, like NO that reach a mature audience. But what really surprised us about NO's announcement that it had received seven honors at the 15th annual National Mature Media Awards this week, was that the mature media category was big enough to support a national trade association, much less for 15 years. Come to think of it, after 15 years there probably are many more media outlets that qualify to be recognized for excellence in magazines geared to people age 50 and older.

Think about, 15 years ago, Rolling Stone, the counter culture magazine of our youth, was already 23-years-old. Today it's pushing 38. Even more shocking, RS wunderkind Jann Wenner now qualifies to be a member of the National Association of Retired People, along with a subscription to Modern Maturity magazine, the granddaddy of mature media publishers. I guess the old adage is not true, Rolling Stones do gather some moss.

Don't get us wrong. It's not like we think there's anything wrong with maturity. It's just something we at the Riff choose not to observe. In fact, we'd like to organize our own national awards program for immature media outlets, and we nominate the following as charter members:

Soon-to-be-Sirius radio star and the king of all immature media Howard Stern

Viacom's Spike TV

Fox's "Family Guy"

The New York Post

Gawker.com

Mad magazine

The Onion

Fox News Channel

And, of course, the Riff.

Our first national awards program will be held April 1, 2006. Send your ballots in.

Meanwhile, here are some mature media statistics to consider:

The Nickelodeon cable network is now 26-years-old.

"Sesame Street" is 36-years-old

Highlights For Children is 48-years-old.

Mickey Mouse is 77-years-old.

Boy's Life is 94-years-old.

Don't you just love Google (nearly 10-years-old)?