Market Place

A RICH 50-PLUS MARKET LOVES TO BUY JEWELRY Cher turned 50 a while back. Al Gore just reached this milestone. By any reasonable measure, these aren’t “old” people. They’re people in the prime of their lives. And they’re just part of a whole herd. As Baby Boomers slide fighting and denying into middle age, nowadays one American turns 50 every 7.5 seconds. “Every generation resists aging, but the boomers are going to rage against it,” says Barry Feig, president of the Center for Product Success, a marketing and research firm. This is a generation that’s giving a whole new definition to the phrase “growing old.” In a marketing world that adores youth – just consider where the big TV advertising dollars are directed – it would be easy to brush off the over-50s as has beens. But that would be stupid. First of all there are a lot of them. The boomers, who began

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