Reports of their death are greatly exaggerated

Fluorescent green yogurt with bits of cereal; sneakers with lights and sound effects. It’s no secret, marketers traditionally target the younger set, those with disposable income. No longer. Despite dire retirement straits, boomers continue to do as they’ve always done — spend. As the New York Times noted, “the older audience is looking better than ever.” The paper lists giants like Chrysler, Kraft Foods, L’Or?al, Procter & Gamble, and Target as having a new boomer focus. On television, CBS is number one in the ratings thanks to shows like “CSI” and “60 minutes.” And despite a downturn in magazine advertising across the board, AARP Magazine and Family Circle are holding up surprisingly well.