How Many 18-Year-Olds Do You Know With Any Money, Anyway?

If you’re not between the ages of 18 and 49, you may as well be dead to the American entertainment industry and its attendant advertisers. The rationale behind this seemingly arbitrary distinction has always been based on issues of disposable income and willingness to spend it, but as an article of faith, the dominance of the young adult crowd seems to be seriously flawed. “It’s almost impossible to get anyone to revisit conventional wisdom, but maybe it’s time advertisers took a deep, relaxing breath and a careful second look. It’s possible they’re coveting a demographic that’s strapped for cash and not watching much television. And ignoring one, with cash, that is.”