The 25-54 demo is out-dated!   Every 7 seconds another Baby Boomer turns 50.  By 2009, the majority of all American households will be led by someone 50 or older.

Many TV general managers I have talked to agree with my call to change the so-called "key demo" for advertsiers to 30-to-60 year olds.  The buying power continues to get grayer in this country and needs to be recognized by the those 20-something media buyers.

Think back to your 20's - did you have any "buying power?"  I didn't.  But today I do.  My two sons complain that I am imposible to buy a birthday gift for - because if I really want or need something these days, I just go get it.  I could never do that when I was in my 30's and 40's.

These days in America the 50-plus crowd controls 50% of the discretionary income.  These folks also watch a great deal more local television news than the under-50 bunch.  But, since they are over 54-years-old they are unwanted by television buyers.  That's crazy!

Consider this, the marketing research firm, Packaged Facts expects the buying power of 60-to-74-year-olds to increase by $552 billion between 2004 and 2009.  That is a jump in buying power of nearly 77 percent.  Do you really want to walk away from all that money?

So, join me in my crusade to move the "key demo" up a few years to 30-to-60-year-olds.   Your bottomline will be better for it!

Jim