What Media General owes Danville

Advertisers - Do you only sell to young people? Some of you do. But really, you like as many customers as you can get. So - when Steve Kaylor told Teri Lea that he "didn't want any old people/grandmothers" working with her new publication (the only thing that's bringing money into the Register & Bee I understand). He essentially tried to eliminate a huge section of your market. Teri, being a strong woman and a smart one -who recognized her 50-something grandmother wasn't a blue-haired stereo-type, went against his admonition and kept the "grandmother." You go Teri! And she was right. All about Her is doing much better than Arnold's end of the editorial department. Maybe Arnold could learn from her huh?

Baby Boomer women (Women born between 1946 and 1964) are the fastest growing, largest market of consumers in the U.S right now. Don't take my word for it.

Marketing Profs says:

"For decades, companies have been targeting Baby Boomers, the largest generational demographic in history. Born between 1946 and 1964, these coveted consumers have dictated the fortunes of products from the Hula-Hoop to minivans. At 78 million strong, Baby Boomers are now all past the age of 40. And the majority of today’s Boomers, and tomorrow’s, are women – women who span an 18-year age range, live diverse lives, have established careers and money to spend on themselves, and make more than 80 percent of their households’ purchasing decisions."

According to Imagio Creative:

"These women are not a niche market for a specific industry – they are THE MARKET for industries savvy enough to understand their needs and perceptions, their life transitions and their deep-seated hopes and fears."

The electronics and technology industry as well has sidled up to the bar to claim their share of her wallet. Launching two boutique concept stores aimed at women, Best Buy introduced EQ Life and Studio D this past summer. “We've determined that women's needs are not being met,” acknowledged Pam Langseth, Innovation Development Director at Best Buy."

And, The Mature Market (www.maturemarket.com) says boomers are the fastest growing market for travel. That not only means planes, trains and automobiles but the luggage, clothing, accessories, electronic, cameras and stuff travelers take with them.

And who is attracted to Danville these days? Why, the retiree generation - baby boomers. The Board of Supervisors thinks of retirees and boomers (of whom sit on the board) as a bonus. They pay the same taxes as anyone else, but don't need the same services in terms of schools or jobs. It's a financial windfall of sorts. Jimmy Farlow is building a very large retirement community in Danville and more and more businesses are seeing an influx of older citizens.

So WHY is Steve Kaylor saying "YOUNG WOMEN" for the publication "It's All About Her"?

I don't know. Not as sexy...not the kind of "panty dropping, alcohol story crowd" he envisioned I suppose. The newsroom - by the way, is only hiring young women these days. And white males.

So businesses, in your experience, who has and spends more money with you? Who buys the houses, the cars, the clothes? Don't you think that the newspaper owes its advertisers, who basically pay for the production and distribution of the publication through its ads - content that appeals to the largest market of buyers?

It's your money, your business. With a county that's primarily ag related I'd be asking for more ag stories since farmers also buy groceries, gas, furniture, paint, clothes and the stuff the rest of us buy. I'd ask why there weren't more articles and news on relevant local issues - everything from the issue about ambulances and volunteer rescue squads to why the hospital STILL hasn't fixed its billing problem.

Why is a local daily running the national news most of us get online already?