There is nary a week goes by without advertisers being proved wrong and commonly held beliefs amongst advertisers being exploded.

Advertising wisdom is akin to the story of the intelligent spider who could understand spoken commands. If told “move two steps right” it would do so. One by one the advertiser pulled off its limbs. Then, when it remained still after numerous instructions, the advertiser pronounced that a spider’s ears were located in its legs.

I don’t doubt that old people are more set in their ways, advertisers don’t need to tell us that, but they are also more perceptive, less likely to be swayed by an undercooked or sophomoric new feature which doesn’t touch them. THAT’s the reason new stuff is unlikely to sway them.

Dumb old people don’t look at the comics, just as dumb younger people don’t. Ask your average 25 year-old bonehead at work to name a comic and he’ll say Mickey Mouse, Superman or Spiderman. Only the brighter bulbs will single out Pearls or Get Fuzzy, and they will include all age groups.

If Dilbert was launched today it would get as much support from the over 60s as the under 30s, the problem is not that older people are intransigent, it’s that there are no more Dilberts.

There is nary a week goes by without advertisers being proved wrong and commonly held beliefs amongst advertisers being exploded.

Advertising wisdom is akin to the story of the intelligent spider who could understand spoken commands. If told “move two steps right” it would do so. One by one the advertiser pulled off its limbs. Then, when it remained still after numerous instructions, the advertiser pronounced that a spider’s ears were located in its legs.

I don’t doubt that old people are more set in their ways, advertisers don’t need to tell us that, but they are also more perceptive, less likely to be swayed by an undercooked or sophomoric new feature which doesn’t touch them. THAT’s the reason new stuff is unlikely to sway them.

Dumb old people don’t look at the comics, just as dumb younger people don’t. Ask your average 25 year-old bonehead at work to name a comic and he’ll say Mickey Mouse, Superman or Spiderman. Only the brighter bulbs will single out Pearls or Get Fuzzy, and they will include all age groups.

If Dilbert was launched today it would get as much support from the over 60s as the under 30s, the problem is not that older people are intransigent, it’s that there are no more Dilberts.

Key demographics include 18-34 and 35-54. 18-34 is particularly coveted because most people in that demographic have weak brand loyalties and are more willing to try different products. 35-54 have stronger brand loyalties than 18-34, but more disposable income.

55+ are considered too set in their ways for most advertisers to specifically target them, unless it’s something specifically aimed at that age group (like AARP, life insurance, hair color, etc.).

That’s why papers want to get readers 18-34, because advertisers want to reach those people most of all.

Key demographics include 18-34 and 35-54. 18-34 is particularly coveted because most people in that demographic have weak brand loyalties and are more willing to try different products. 35-54 have stronger brand loyalties than 18-34, but more disposable income.

55+ are considered too set in their ways for most advertisers to specifically target them, unless it’s something specifically aimed at that age group (like AARP, life insurance, hair color, etc.).

That’s why papers want to get readers 18-34, because advertisers want to reach those people most of all.