I didn’t watch the last episode of JAG, so I am not sure what happened, nor am I particularly worried. But earlier this week an article in the Seattle Times caught my attention.
In a piece by Ed Bark of the Dallas Morning News, entitled:
Bark quotes JAG" creator Donald P. Bellisario, 69
"The reason 'JAG' is not coming back is purely demographic. Nothing more," he says via cellphone while driving to the Southern California set of his other military drama, "NCIS." "Our 18- to 34-year-old audience is almost nonexistent. Almost all of our viewers" — the show still averages an audience of 9.7 million a week — "are over 50. Why don't advertisers go for that group? My God, we have a lot more money than any of these kids.
"But basically, we're told that the younger demographic is going to live about three times longer. And the older you are, the harder it is to change your brand preference. So unless they're after the geriatric crowd, they're not going to advertise on 'JAG.' That's absolutely what killed it."
What really grabbed me about this article and the quote is an argument that I tried to make at MSN Search Champs V2 last week.
My argument was that:
A. The fastest growing group of computer users in America are people over 50!
B. The group with the greatest amount of discretionary time is people over 50!
C. When everyone born in America before 1950 dies, $28 Trillion will transfer generationally ( Not sure where I got this figure, but I think it was at a college board meeting.
I didn’t see much at the Search Champs event that would make me thing that either Microsoft, or Google, or Yahoo or anyone else is thinking about or focusing on the priorities of older people, a group of which I am a member.
To paraphrase Mr. Bellisario, “We, i.e. those of us over 50, have a lot more money than kids, why don’t those building technology and software focus on us?”