It’s a sign of the times: As younger consumers lose discretionary income, advertisers are shifting their attention to an older generation. This shift has implications for print and broadcast as those media outlets which cater to an older generation are faring better in this economy.

Older generations were previously ignored by advertisers because they were considered less wealthy and resistant to change. But according to a New York Times article on the subject, older consumers today are more willing to try new products, comfortable with digital media and not strapped for cash. Says media investment director Andy Donchin, older consumers have “assets, not allowances.” And in this economy, that’s an attractive thing to advertisers.

So what does this mean for the media industry? In short, those outlets catering to older consumers are doing well. The New York Times reports that CBS, home to shows popular with older audiences, is first in the network rankings. And magazines aimed at this demographic, including AARP Magazine and Family Circle, have experienced smaller declines in ad revenue than their counterparts courting younger readers.

Major brands have taken note. Chrysler, Kraft and Target are all aiming to reach an older demographic. A Target billboard in Times Square, New York City, features a grey haired model.

As the baby boomer generation ages – they now range from 45 to 63 years old – this new advertising trend is likely to continue. Have you noticed a change in the kinds of ads in magazines or on TV? We’d love to hear your thoughts.