BOOMERBROADcast

Baby Boomer's social commentary on life in OUR sixties for those who rocked life in THE sixties.

It’s time for some Boomer backlash

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Another Boomer favourite bites the dust.

Another Boomer favourite bites the dust.

My world is collapsing. Just like my hair on a humid day or my self-esteem when I try on a bathing suit. I was devastated to hear that my favourite women’s radio show, Whatever, hosted by Christine Bentley, Kate Wheeler and Sharon Caddy on Sirius Satellite Radio Channel 167 is being cancelled. (Click here to read Sirius. . . we have a problem.) Then, while I was still licking my wounds from that episode I received an email that my favourite magazine, MORE will cease publishing with the current April issue. I’ve been a subscriber for more years than I can remember, back to when I still had a waistline. Targeted at mature, Boomer women, MORE is one of the more intelligent, relevant and enjoyable magazines I receive—and I subscribe to eighteen publications per month. The day it arrives in the mail, I sit down with my cup of tea and read it cover to cover. Even the ads are interesting. Meredith Corporation’s, male president said low advertising revenues could not support further publication.

We’ve all experienced that frustrating sense of loss when a favourite product is discontinued. Who hasn’t mourned Estée Lauder or Lancôme cancelling our favourite shade of lipstick. “But we’re introducing new and better colours/shades/flavours/styles they tell us” in an attempt at consolation. I’m now down to my last tube of Portofino Coral lipstick sourced by Googling every corner of the internet and finally finding a supplier who had two left. Surprisingly, Estée Lauder still produces Frosted Apricot which I was first introduced to in one of their gift-with-purchase promotions about forty years ago, and is still in rotation.

Hey! We're still here and we're still relevant.

Hey! We’re still here and we’re still relevant.

I’m convinced the entire world is determined to eliminate anything of interest or relevant to Baby Boomers. Despite our huge demographic, we can’t seem to convince “the establishment” that we’re a valued and financially valuable target market. They insist on focusing on the 18-45-year-olds. One by one commercial interests are chipping away at everything we like. My radio programs are being cancelled; movies almost completely ignore our generation; my magazines are now disappearing, and don’t even get me started on fashion.

Thank goodness books are still relatively free of purging by commercially-driven enterprises. While my choices in books may not always be best sellers, at least I can peruse the public library on-line and generally get what I want. Perhaps the 18-45 group doesn’t read books because they’re too busy texting what they had for lunch, and the library doesn’t know how old I really am.

At any rate, Boomers need to be more vocal in our support of what we like. I’ll continue to protest ridiculous fashion trends, zombie and other violent movies and poorly conceived accommodation for aging Boomers. They wouldn’t legalize marijuana when the Boomers were regularly smoking up in the sixties and seventies. However, now that Gen X’ers, Y’s and Millenials have demanded a place at the table, it’s acceptable and soon to be legal. What do Boomers get? Dying with dignity.

boomerbannerWe’re still paying taxes (plenty, in fact, probably too much), interacting and engaging in all kinds of media, dressing for fashion as best we can within our limited selection, and purchasing big-ticket consumer goods at unprecedented levels.  However, Boomers are ignored, disregarded, disrespected and generally dissed in the consumer market and it’s time we were acknowledged. What’s next to get axed? Sixties music radio stations? Pinot Grigio? Red Rose Tea?—at which time I will be forced to investigate the dying with dignity issue. Ban the Boomers is insidious but it is happening. Speak up and do not forever hold your peace.peace2

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Author: Lynda Davis

As an early Baby Boomer, born in 1947, it seems to me that as we approach our retirement years, Boomers have gone from being the energy driving our nation to slowly becoming invisible. We risk losing our identity as society remains stubbornly youth-centric. And the irony is that Gen Xers and Ys are not the majority; we are. BOOMERBROADcast is my platform for being the voice of Baby Boomers, women in particular. We've generated a lot of changes over the decades but there's still a long way to go. After a 40-year career in the corporate world, I've taken up expressing the observations and concerns of our generation. Instead of pounding the pavement in my bellbottoms with a cardboard sign, I'm pounding my laptop (I learned to type on a manual typewriter and old habits die hard). If you have issues or concerns you would like voiced or have comments on what I've voiced, I'd love to hear from you. We started breaking the rules in the sixties and now that we're in our sixties it's no time to become complacent. Hope you'll stay tuned and if you like BOOMERBROADcast, share it with your friends. Let's rock n' roll! If you would like to be notified whenever I publish a new posting, click on the little blue box in the lower right of your screen that says +Follow→ Lynda Davis

One thought on “It’s time for some Boomer backlash

  1. Pingback: Where are real women in the media? | BOOMERBROADcast

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