Here's an article that sort of harkens back to a thread here from a few weeks ago -- namely that marketers are starting to recognize that aging baby boomers are an attractive target for ad dollars (i.e. today's older generation has younger attitudes/behaviors than its predecessors).
http://www.businessweek.com/magazine/content/05_43/b3956201.htm
http://www.businessweek.com/magazine/content/05_43/b3956201.htm