• The debate about what we'll call Boomers when they reach "retirement" age is over.

  Boomers will be called "Boomers" for the rest of their lives. That's because the media has decided it's a label that fits.

  Boomers will decide it's better than any of the alternatives out there -- including all those new age euphemisms: "Third Agers, Second Halfers, Zoomers" and such.

  Just do a random "News" search for "Boomers" at Google and see for yourself how the name has stuck:

  Google News Search

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• The media feeding frenzy has begun. Seems the magic of January 1, 2006 is too much to let pass without story after story about Boomers starting to turn 60 years old.

  Even the TV networks are starting to get worked up about it. In the last three weeks we've been interviewed by CBS, NBC and CNBC about Boomers. Plus, calls have come in from BusinessWeek, Newsweek, The Wall Street Journal and USA Today.

  Interestingly, a point lost on all the reporters and editors is the main one: we're still the story.

  Boomers were the story in the 1960's, 70's, 80's, 90's and, lo and behold, now.

  Check out these stories, then come back and we'll provide some additional perspective below:

  Newsweek -- Ready or Not, Boomers Turn 60
  BusinessWeek -- Love Those Boomers
  CBS Sunday Morning -- 18-49 Passe?
  NBC Nightly News -- Boomers Redefine Retirement

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• Boomers will expand "Middle Age" well into their 70's.

  With Mick Jaggar still rocking and rolling for three hours straight at age 62, Boomers who are still in their 50's aren't just impressed, they're motivated.

  Boomers will spend time and money to do whatever they can to maintain their "Middle Age" for as long as they can. Marketers who understand that motivation will be successful.

  Proof that the trend is upon us: Check out one of Amazon.com's top selling books (number 850 in all book sales the other day):

  Younger Next Year: A Guide to Living Like 50 Until You're 80 and Beyond -- Chris Crowley and Henry S. Lodge, MD

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• Join the Marketing Pulse :30 Survey

  We're still recruiting marketing professionals to join our panel. Participants invest :30 seconds twice a month to share their opinions on a topic related to marketing to Boomers.

  It's delivered by email and online, so it's a snap to participate. Participants get instant access to the findings among their peers, and an email with the full results once the survey closes.

  Join up by telling us your name, job title and company name:

  Sign Me Up

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• It's All Downhill From Here.

  Seems the ski resort industry is doing the math and realizing more and more of their patrons are over 50, and have knee joints over 50 as well.

  Read this article about how ski resorts are retooling to accommodate the less pliable joints of the more well-to-do customers.

  The jump in over 50 skiers comes from the simple fact that there are 30% more Boomers than the previous generation.

  What other industries should be retooling because of the bump in the over 50 population?

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• Everything Old is New Again

  When that BusinessWeek cover story "Love Those Boomers" showed up in the mailbox of consultant Vicki Thomas, it seemed oddly familiar. She rummaged through her historical files and found this cover story from 1991, 14 years ago:

  
  Click to enlarge

  Seems Boomers were "aging" back in 1991 (note the graying hair on Mr. Boomer) when the oldest Boomer was 45, and the youngest only 27.

  Jump ahead 14 years and we're still "aging."

  The way we see it, Boomers have maintained status quo for the last 14 years -- in a constant state of "aging." Not young anymore and not yet old. Just "aging."

  Not bad, huh?

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• Implicit Ageism Attitudes in All of Us

  Take this test developed by Harvard University, the University of Virginia, and the University of Washington to see if you're ageist in your subconscious mind. You might be surprised at the results.

  Implicit Association Test -- Aging

  Let us know if you're not ageist (we like knowing the exceptions out there).

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• To Blog or Not to Blog

  Yes, that is the question. Should the Boomer Project operate a blog instead of publishing this monthly newsletter?

  Send us your vote:

  Blog Yes
  Blog No

For those of you who have recommended the Boomer Project to speak at your event, we appreciate it. We're working hard on the next wave of the national Boomer Marketing Report research, and will have results to share shortly.

Meanwhile, we've just completed a training session for an ad agency and were delighted to get this from the agency president:

"Our session with the Boomer Project was invaluable. Their insights into current baby boomer behavior gave our agency an entirely new perspective on the direction of our work.

"Our clients and our team came away with a new perspective on how to reach this critically important market segment. We look forward to having them back each year to update us as they continue their research.”

Please let us know if you know of a company or organization that would benefit from such training.

Lastly, of course, if you have a comment on any of these stories, just send us your thoughts.