Some topics of conversation in media never get old and that includes the ongoing discussion of the value of older consumers. For years, many of us in programming, marketing and advertising have been engaged in one long conversation regarding the accuracy of age-based demographic breaks that effectively exclude adults 55+ from the sales value equation. “We don’t need to specifically target adults 55+,” they will say, “because we can reach them anyway – they are heavy TV viewers.” Well not so fast, sonny. Today’s 55+ are not like those of yesteryear. Read part two here.