Media types, well old media types, always tell you that older viewers/listeners/readers aren’t worth ANYTHING.
That’s why this story caught my eye.
The Wall Street Journal notes that The View — with 3.8 million viewers each day — is “tilting away from simple celebrity plugs and devoting more time to weighty political topics.”
“ABC’s daytime talk show is planning more frequent political guests in the run-up to the 2010 midterm elections. Women, mostly middle-class in their 40s and 50s, are a voting bloc expected to disproportionately participate in 2010. According to Nielsen, 79% of The View audience is female with a median age of 59.”
Those are some awesome numbers and I’ll bet you that the political types are paying attention.
Media mavens might not like it, advertisers might not like it but the fact is that America is aging and there is a growing market for media offerings that treat older people like grownups.