AT last the rest of the country seems to be waking up to something that we at Prime Time have known for a long time - that one of the most important consumer groups in Britain today is the baby-boomer generation.
Those in their late 40s and early 50s are an increasingly powerful band of consumers with time on our hands, in good health and with money to spend.
At last the message seems to be getting across to those supposedly in the know that not everything should be aimed at the under 25s.
Take fashion for instance, the new season is awash with fantastic "grown up" fashion in the shape of sharply tailored tweeds and luxurious woollens.
M&S have launched their new Limited Collection with veteran supermodel Helena Christensen who is well-over 30 something and who features on our centre pages today.
And a Gwent fashion store which markets itself directly to the over 35s is celebrating a successful first anniversary.
Meanwhile tourism bosses in Tenerife - supposedly a destination fit only for the young and reckless - are developing a string of four and five star hotels aimed at broadening its appeal.
We look at the best places to meet a new partner and talk to veteran of the world of pop Steve Harley who reveals his passionate distaste for politicians.
If you are inspired to build your own home or want to transform a barn into a "des res" check out our top advice on page 11.
Enjoy.
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