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Best-selling author Gail Sheehy gave a demographic wake-up call to editors, publishers and marketers at the American Magazine Conference in Boca Raton, Fla., on Tuesday. She urged them to pay greater attention to an American population growing wealthier and older and "stop slavishly" pursuing the 18-to-34 age bracket. "All the norms that the magazine industry has slavishly followed are out the window," said Ms. Sheehy. Most members of the baby boom generation "don't grow up until they are well into their 40s." Ms. Sheehy claims that the population that is 49 and over controls 70% of the nation's disposable income. Meanwhile, one-third of U.S. males ages 25 to 34 "are still living at home with Mom." By 2000 the universe of adults age 50 and over will amount to 77 million people, she said.

Phil Guarascio, VP-general manager of marketing and advertising, General Motors Corp., was back in the spotlight again, this time as chairman of the Advertising Council. "As you know, General Motors is an aggressive rate negotiator. Now I am the ultimate rate negotiator asking you to run [Ad Council ads] for free," he said.

Business Week Editor in Chief Steve Shepard said he will be back in Federal District Court on Dec. 6 in an ongoing legal skirmish over coverage of the court battle involving Bankers Trust and Procter & Gamble. A court had unsealed disputed legal documents allowing Business Week to publish a story after three weeks of delays, but the court said Business Week had acted "unlawfully" in obtaining the original documents. Mr. Shepard said he would like to see that claim expunged from the records. "The bottom line is your reporters have a lot less protection than you think they do," he said. He urged more states to adopt shield orders protecting journalist rights. In Ohio, where the case is being argued, newspaper reporters are protected by the state's shield laws but magazine journalists are not.

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