Word: boomerism
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...guitar music now known as classic rock wasn't born classic. It became classic through a combination of radio marketing--the classic-rock-station label was born in 1983--and the happy associations formed by its mostly white, middle-class boomer listeners. These associations are so culturally pervasive that hearing, say, American Woman, spurs memories of road trips, sun-baked convertibles and pull-tab Schlitz, even among people too young to drink...
...authors had to overcome a gap of their own: Lancaster, 44, is a sage Boomer, while Stillman, 33, is a spirited Xer. "When we first worked together," Stillman says, "we would bump heads all the time. We came to realize it was really a generational clash." Stillman notes with interest that his group, the Gen Xers, is relatively small (only 46 million, compared with the Boomers' 80 million). That means companies will increasingly be vying for the younger Millennials. Watch out: Britney Spears may be coming soon to a corporate suite near...
...drug problem. But his toughlove philosophy of parenting is strictly old school. "Bernie Mac does not feel it is important to be your kids' friend," says creator Larry Wilmore--a sentiment that transcends color. Mac is both thoroughly black and raceless. Its aesthetic perfectly fits its black baby boomer protagonist (the smartly chosen sound track bursts with such soul hits as the Ohio Players' Love Rollercoaster). But like My Wife, Mac rarely mentions race--a sharp contrast to the netlet shows, which load their scripts with in-jokes. And unlike, say, The Jeffersons, the show treats Mac's wealth matter...
While My Generation, launched in February 2001, casts a net for everyone 44 to 55, More aims specifically at affluent, educated women, 40 to 60. "Most magazines have a primary baby-boomer audience," says More's editor in chief, Myrna Blyth, 62, who holds the same title at Meredith's Ladies' Home Journal. "What makes More different is that we reflect, report and celebrate this woman on every page." In fact, almost the only criticism you'll find in the More letters column comes from women who think models like Christie Brinkley, 47, are too girlish to be featured...
Gerontologist Ken Dychtwald, 51, questions whether people in this age set want to read magazines about being a baby boomer, arguing that they might prefer magazines that concentrate on tennis, fashion, country-and-western music or whatever else they fancy: "I don't necessarily think we have to join up into a club and have a club magazine." But early indications suggest both magazines are doing well. More's circulation has climbed steadily, from 320,000 when it started in September 1998 to 525,000 last year. My Generation's 3.1 million circulation, carved from Modern Maturity's 20.9 million...