Madison Avenue has long considered consumers ages 18 to 49 to be the target of choice, but that may be changing. As a recent New York Times article, "Flower Power in Ad Land," reported, major advertisers — including automotive, financial and packaged goods companies— are reconsidering their fixation on youth. The baby boomers, born between 1946 and 1964 and comprising a market of 76 million, are, once again, rewriting the rules. "Those wishing to be successful in the market can’t ignore the boomer numbers, the wealth and spending power they have," Pat Conroy of Deloitte & Touche told the Times. "The boomers have redefined every age they’ve moved through, so there’s no reason to believe they will not redefine the stereotypes of what it means to be retired." According to the Pew Internet & American Life Project, while only 34% of Americans age 65 and older go online, over half (54%) of 60-69 year-olds go online, and 72% of 51-59 year-olds go online. The "silver surfers" are coming. For online marketers, the "silver tsunami" is good news but the demographic shift, paired with a rising tide of viruses, spyware and other online dangers, is also a cause for concern. There
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