This time from The New York Times, in "The Day the Music Died," published today.
Reporter Stephanie Rosenbloom does an effective job of summarizing the issues facing older Boomers who got a little too close to the amplifier at that Bachman Turner Overdrive concert in 1975.
She also reports on Phonak's "personal communications assistant" product, which we covered in this post.
Coincidentally, we got a call from a reporter in Las Vegas doing a piece on marketing "traditional" products for older consumers to Boomers. He was amused by Metamucil's new TV spot that somehow manages not to mention that the primary use is for regularity problems. Instead, the spot is all about "beautifying your insides" and features talent age 35 and under.
The reporter wanted to know if all marketers targeting older Boomers would have to "disguise" their traditional benefit in order to connect with Boomers. Our response in a word: "probably."
And you wonder why we started the Boomer Project and wrote the book? Clearly the rules have changed.