Peggy Sue got old: media’s ageing audiences

Strategic Direction

ISSN: 0258-0543

Article publication date: 23 August 2011




(2011), "Peggy Sue got old: media’s ageing audiences", Strategic Direction, Vol. 27 No. 9.



Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

Peggy Sue got old: media’s ageing audiences

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 9

The Economist, April 2011, Vol. 399 No. 8728, Start page: 75, No. of pages: 2

Points out that older people are the main purchasers of music, newspapers and DVDs and make up the main part of the audiences for radio and television. Discusses the impact of this on the broadcast media, describing how they are tailoring their output to the older generation. Points out that younger people are still listening to music and watching television but not in the conventional way, preferring to download music, films and television from the internet, often illegally and for free. Underlines that the shift towards older audiences may not be bad for the media industries - older people have more money than younger people and therefore advertising is more effective among this age group and they are able to pay for expensive subscription channels and services. However, underlines that it would be dangerous for the media to get too reliant on this segment of the market.Article type: ViewpointISSN: 0013-0613Reference: 40AK375

Keywords: Film, Marketing strategy, Older people, Publishing, Purchasing, Television

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