The Tonight Show: The Conan Era

Here’s the deal.  Bianco’s point about a younger audience is not valid because people under 40 are DUMB, but rather because younger audiences are more open to trying different products and brands, and, likewise have not made as many major purchasing decisions in their lives as their older counterparts.  There’s an entire marketing discussion we won’t get into about directing advertising toward an older audience, which many advertisers should do.  However, if you’re marketing Land of the Lost this summer, who’s going to be more likely to head to the theater?  A nostalgic 35 year old,who saw the original; a 20 year old Will Ferrell fan; or a 65 year old who has no pre-disposed interest in either? The younger two examples, of course, and not because they’re dumb, just interested.  So, why target your marketing toward the older folks in that scenario?  It’s a waste.