A generation battles for individuality. Everything mainstream is bad. From music to films to artists to media, Xers seek alternatives. Rinzler challenged newspapers to develop and deliver something exceptional to this important group. Equally important is the generation over 50, which baby boomers began joining this year.
Seniors remain loyal readers with lots of disposable income and wide interests.
In less than 20 years, they will constitute more than a third of the population. Many still raise children, as well as buy furniture, eat out, travel and care for older relatives. They prefer ads that portray them as active, intelligent, healthy and attractive. They like to see older people as respected sources of hard-won wisdom. Use clean, sharp images.