So now maybe is this a new dawn? Has the “popular press” discovered that some people are over 40? Surely not! Maybe, just maybe they have realised that the baby boomer generation is the fastest growing demographic in the US, Canada, Australia and most of the rest of the developed world. Baby boomer: that post-war demographic born roughly between 1950 and 1964 holds most of the buying aces in todays market - but advertisers ignore them. Preferring to concentrate on the young and blonde. Why? Probably because most advertising execs like to think of themselves as young and beautiful as well: though most of course are over the age of 30: once considered middle aged not so long ago. Even 5 years ago it would be unheard of a normal, i.e. not cosmetically re-constructed A-lister, 42 year old woman like Linda Holliday would have made the news, but now maybe finally the tables are turning for the over 40 women: we can stop being invisible and have our buying power recognized for what it is: true star power