hieve that feeling (Fry). Since baby boomers are the first generation to grow up with television, they demonstrate a preference for it, accounting for 40% ôof all households using television (HUTs) during prime time; furthermore, their viewing time continues to increase as they age (Paul). Baby boomers like print media, as well; they ôconsume print media at a vociferous rateö (Paul). Surprisingly, baby boomers are quick to adopt new technology and spend more time online than any other age group (Paul.).
Marketing TV Guide to baby boomers involves making sure that the magazine suits their needs. For one thing, it must be readable; that means making sure that the print is not too small (at least 12 points), not too dense, and makes good use of white space (ôBaby Boomers Grow Up: Reaching The Nation's Mature Marketö). Lettering in all caps is too hard to read, as is lettering in subtle color combinations; strong color contrast is the easiest to see, suggesting that most of the copy should be in black and white. (ôBaby Boomers Grow Up: Reaching The Nation's Mature Marketö). The magazine also needs to take into account the varying situations of ba
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