Who knew how much Lettermans success depends on Vibrant Women?
The fallout of the Letterman story has reminded us, once again, of the unacknowledged importance of Boomer women to the success of the entertainment industry. For who makes up the core audience for Letterman’s show? It turns out to be women, and older women at that. 58% of Letterman’s audience is female, with an average age of just under 55. Just under 55?! How many advertisers realize that they are speaking to so many Vibrant Women when they advertise on the Letterman show? How many of them consciously prepare advertising messages that will resonate with this important, fast-growing demographic? Celebrity gossip has limited value A basic assumption of mass media is that gossip alone will drive attention, traffic, and engagement by readers, viewers, and website visitors. This is less true for smart Boomer women, who will pay attention, and even comment about issues like Letterman’s infidelity, but quickly move on. They have more important things to do. Affairs with employees: Stupid, b
