Lead: older consumers are sometimes sneeringly regarded as Luddites fearful of that new-fangled internet. However, devices like the iPad and Kindle are ensuring their content consumption is increasingly digital, while the fact that they are both time-rich and cash-rich means they are consumers that need to be thought about a bit more seriously. Trusted media brands are incredibly important here, but the draw of Facebook and Amazon hint at where music marketers tasked with reaching older music fans need to be thinking.
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