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The Golden Years
are becoming the
Golden Demographic
Larry Gerbrandt marks his passage from one important
demographic to another.
still remember, like it
was yesterday, the
morning I woke up and
realised I no longer
mattered. It was the
morning of my 50th
birthday and I was no
longer in the prized 18-49
demo. As a TV analyst, I
realised that my value as a
television viewer had
plummeted and that
according to marketing
theory and media planning
software, my brand choices
were assumed to have been
set in stone for the rest of my
years.
I didn’t consciously set out to
prove the theories wrong, but in
the subsequent years, I switched
from driving Fords to a Toyota
pickup truck and switched from
being a PC person to a devoted
Mac user. I have owned a firstgenera ѥ