"when will they ever learn " - thanks Bob

This article falls into the category “The advertising industry - a plague upon your houses”

Nothing to disagree with in the sentiment of the article but it is pointless just rehashing the same stuff about when will the advertising industry ‘discover’ the 50-plus.

There was an interesting comment about Apple using Bono in an iPod advertisement. I quote:

Apple was confident that younger consumers would see Bono — who turned 45 today — as the ultimate in cool: a hardened rocker who crusades for social and environmental causes. Apple was also betting that older consumers, whose fear of technology might have made them anxious, would feel reassured. If Bono, whom they'd listened to for more than two decades, could handle an iPod, so could they. "We have huge youth appeal," said Greg Joswiak, Apple's vice president of iPod marketing. "With this campaign, we tried to reach across several generations."

Two things. Well done Greg Joswiak, you have just discovered age-neutral marketing - better late than never. A plea to the writer of the article. Delete the shortcut key in your version of Word that generates the boiler plate phrase “older consumers, whose fear of technology”. It ain’t true. Dick Stroud www.20plus30.com