Advertisers shouldn't forget the boomers

But my point is this: These statistics have pretty much always been true, so it's kind of galling that just now marketers have woken up to boomers' value.

"We've definitely seen changes in the last two years," Larry W. Jones, president of TV Land, told Ad Age's Abbey Klaassen. "Three years ago the preponderance of advertisers out there were targeting 18-to-49. Today more and more have started buying into the 25-to-54 demo because [that demo] has the biggest pile of money, and it is growing faster than the 18-to-49 money."

Not only do they suddenly now want us, they are going about trying to reach us in a similarly insulting ham-handed manner. You're not going to find me reading publications for the "aged," watching syndicated game shows or the early evening news -- the common media solution. For one thing, I'm still at work well past early news broadcasts and more likely to be catching up with news online. And while I can appreciate not having to shop in stores where Hello Kitty midriff shirts are the rage, I also don't want to be cornered in Chico's or a similar shop for "older" women. What's wrong with the average department store?