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CHANGING OF THE GUARD

January 14, 2013

A quiet revolution happened last week in late night television. A new generation arrived. “Jimmy Kimmel Live!,” which previously started at midnight, was watched by 3.1 million last Tuesday night, based on Nielsen research figures. Leno’s “The Tonight Show,” drew 3.27 million while Mr. Letterman’s “Late Show” had 2.88 million viewers. Although you could expect that the new guy would get good numbers at first, I believe something else is working here. The rise of Kimmel and other younger comedians reflects a generational change in late night TV audiences. Kimmel, 45 years old, is a full two decades younger than David Letterman, who is 65, and Leno, who is 62.

A question for this week’s marketing meeting: How is your market changing in age and expectations? Unfortunately, most businesses really don’t notice these changes until it is too late. That’s why researching your customers (one of the New Year resolutions I shared) is so critical. Don’t wait. Email me and I’ll share easy ways you can do research right now.

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