200 Then, in December of that year: Harry K. Ziel and William D. Finkle, “Increased Risk of Endometrial Carcinomas Among Users of Conjugated Estrogens,” New England Journal of Medicine 293, no. 23 (1975): 1167–170; D. C. Smith et al., “Association of Exogenous Estrogen and Endometrial Carcinoma,” New England Journal of Medicine 293, no. 23 (1975): 1164–167.
200 A few weeks later, the Food: “Letter on a Drug Assailed by FDA,” New York Times, January 9, 1976, 28.
200 By the end of the 1970s: Rothman and Rothman, Pursuit of Perfection, 73–93.
200 “More than 30 million women in the”: Linda Roach Monroe, “Menopause: Baby Boomers’ Next Step,” Los Angeles Times, December 5, 1989.
201 For most women, menopause was not: Alice S. Rossi, “Menopausal Transitions in Midlife,” MIDMAC Bulletin, no. 1 (1993), http://midmac.med.harvard.edu/bltnidx.html (accessed May 21, 2011).
201 MIDUS researchers found that women most: Alice S. Rossi, “The Menopausal Transition and Aging Processes,” in Brim et al., How Healthy Are We?, 191.
201 In April 2011, the Women’s Health: Tara Parker-Pope, “Estrogen Lowers Risk of Heart Attack and Breast Cancer in Some,” New York Times, April 5, 2011, http://well.blogs.nytimes.com/2011/04/05/estrogen-lowers-risk-of-heart-attack-and-breast-cancer-in-some/?scp=7&sq=hormones%20tara?20april&st=cse (accessed May 31, 2011).
202 Fifteen, twenty, or thirty years: William Kennedy, Billy Phelan’s Greatest Game (New York: Penguin, 1978).
202 In 1998, when the Food and Drug Administration: Natasha Singer, “Sure It’s Treatable, But Is It a Disorder?,” New York Times, December 13, 2009.
202 The effort to find a pharmacological answer: Barry James, “Drug Firms Accused of Devising Female Malady,” New York Times, January 4, 2003.
203 Writing in the British Medical Journal: Naomi Kresge, “Desire Drug May Really Prove Sex Is All in Her Head,” Bloomberg.com, November 13, 2009.
203 More recent surveys have estimated: Daniel Bergner, “Women Who Want to Want,” New York Times, November 29, 2009.
204 As a Harvard Medical School newsletter: “What Is Female Sexual Dysfuntion,” http://www.health.harvard.edu/newsweek/What_is_female_sexual_dysfunction.htm (accessed May 21, 2011).
204 The level of female desire: Carol Groneman, Nymphomania: A History (New York: W. W. Norton, 2000), http://www.nytimes.com/books/first/g/groneman-nymphomania.html (accessed June 2, 2011).
204 Female sexual dysfunction was: Janice Irvine, Disorders of Desire (Philadelphia: Temple University Press, 2005), 160, 172. See also: http://www.healthyplace.com/sex/female-sexual-dysfunction/classification-of-female -sexual-disorders/menu-id-66/.
205 pressure to have “sex”: Leonore Tiefer, Sex Is Not a Natural Act and Other Essays (New York: Westview Press, 2004), 245.
205 Some plastic surgeons: Mireya Navarro, “The Most Private of Makeovers,” New York Times, November 28, 2004.
205 Lori Brotto, a psychologist who is overseeing: Daniel Bergner, “Women Who Want to Want.”
205 In 2010, researchers who: S. T. Lindau and N. Gavrilova, “Sex, Health, and Years of Sexually Active Life Gained Due to Good Health: Evidence from Two U.S. Population Based Cross Sectional Surveys of Ageing,” British Medical Journal 340, c810 (2010).
205 Tiefer believes the push for a “female Viagra”: Leonore Tiefer interview with author, 2010.
205 Pfizer initially undertook testing: Duff Wilson, “Push to Market Pill Stirs Debate on Sexual Desire,” New York Times, June 16, 2010.
206 The German pharmaceutical company: Catherine Elton, “Female Sexual Dysfunction: Myth or Malady?,” Time, November 18, 2009.
206 None existed, so the FDA: Caroline Von Hove interview with author, 2009.
206 The American Society of Plastic and Reconstructive Surgeons: Nicholas Regush, “Toxic Breasts,” Mother Jones, January–February 1992, 26.
207 As the 2010 date: Wilson, “Push to Market Pill Stirs Debate on Sexual Desire”; Duff Wilson, “Maker Plays Up Sexual Disorder, with a Pill in Waiting,” New York Times, June 16, 2010; Cory Silverberg blog: http://sexuality.about.com/b/2009/11/17/meet-your-new-experimental-sex-drug-flibanserin.htm; http://www.drpetra.co.uk/blog/new-trials-of-female-sexual-dysfunction-drug-flibanserin-will-be-reported-this-week/ (accessed June 17, 2010).
207 Michael Sand, director of clinical: Elton, “Female Sexual Dysfunction: Myth or Malady?”
207 A Kinsey Institute survey: Harvard Medical Newsletter, http://www.health.harvard.edu/newsweek/What_is_female_sexual_dysfunction.htm (accessed May 21, 2011).
207 In June 2010, the FDA recommended: Duff Wilson, “F.D.A. Panel Opposes Sexual Desire Drug for Women,” New York Times, June 18, 2010, http://www.nytimes.com/2010/06/19/business/19sexpill.html?scp=3&sq=flibanserin&st=cse (accessed June 10, 2011).
208 In the 1920s, Williams Shaving Cream: Ewen, Captains of Consciousness, 155.
208 Refusal to partake in consumerist: Lois Banner in In Full Flower and American Beauty and Nancy Etcoff in Survival of the Prettiest make similar points.
209 As George Carlin joked: Micki McGee, Self-Help, Inc.: Makeover Culture in American Life (New York: Oxford University Press, 2005).
209 Anorexia, bulimia, and other: Randy Hutter Epstein, “When Eating Disorders Strike in Midlife,” New York Times, July 13, 2009.
209 “In our culture, remaining cute”: Janice Gaston, “Old Problem, New Victims: More Middle-Aged Women Suffering from Eating Disorders as They Strive for an Image,” Wall Street Journal, May 26, 2009; John Naish, “Broken Bones, Depression and Lung Disease: Why Being Skinny Is Bad for You,” Daily Mail, July 5, 2011.
209 Jean Kilbourne, the creator of the 1995: Tanya Wenman Steel, “Boomers Hit a Bump: Wrinkles,” New York Times, August 25, 1996, 49.
Chapter 13: Complex Accomplices
211 Publications that had virtually ignored: Kathy Peiss, Hope in a Jar: The Making of America’s Beauty Culture (New York: Metropolitan Books, 1998), 123–24.
212 A Vogue cover promises advice: Vogue, December 2008.
212 O, The Oprah Magazine seemed to: Debra Ollivier, “Age-Defying Oprah: Denial, Delusion or Dermabrasion?,” HuffPost Media, May 19, 2011, http://www.huffingtonpost.com/debra-ollivier/oprah-aging_b_852107.html (accessed May 19, 2011).
213 The June 2010 issue of Esquire: Esquire, June 2010.
213 “Change Your Life Television” programming: Douglas, Enlightened Sexism, 148–50.
213 One trade paper: Mary McNamara, “Dr. Raven’s Prescription for Youth,” Multichannel News, September 4, 2006.
214 Attracting younger viewers became the: Abbe Raven interview with author, 2009; “A&E Posts Best Year in Network History,” December 18, 2008, http://newsgroups.derkeiler.com/Archive/Rec/rec.arts.tv/2008-12/msg02494.html; Stuart Elliot, “The Older Audience Is Looking Better Than Ever,” New York Times, April 19, 2009.
214 The fledgling networks wanted to: David Poltrack interview with author, April 24, 2008.
215 Born in 1911, Smith grew: John S. Wright, “Leaders in Marketing: Wendell Smith,” Journal of Marketing 30, no. 4 (October 1966): 64–65.
216 In the thirties, department stores: Juliet Schor, Born to Be Big: The Commercialized Child and the New Consumer Culture (New York: Scribner, 2005), 43.
216 He argued that the strategy of selling the same item: Wendell Smith, “Product Differentiation and Market Segmentation and Marketing as Alternative Marketing Strategies,” Journal of Marketing 21, no. 1 (July 1956): 3–8.
216 As early as 1940: Sarah Igo, The Averaged American: Surveys, Citizens, and the Making of a Mass Public (Cambridge, MA: Harvard University Press, 2007), 114, 118.
217 As the business historian: Richard S. Tedlow, New and Improved: The Story of Mass Marketing in America (Boston: Harvard Business School Press, 1996).
217 The spirit of youthful nonconformity: Thomas Frank, The Conquest of Cool: Business Culture, Counterculture and the Rise of Hip Consumerism (Chicago: University of Chicago Press, 1997).
217 “
The old fragmentation was based”: Tedlow, New and Improved.
218 “I went to Hollywood”: Jeremy Gerard, “TV Mirrors a New Generation,” New York Times, October 30, 1988; Frank, Conquest of Cool, 1.
218 The prime-time cable audience: Susan Faludi, Backlash: The Undeclared War Against American Women (New York: Anchor Books, 1992), 147.
218 “The worse TV nets perform”: Neal Gabler, “The Tyranny of 18 to 49: American Culture Held Hostage,” Norman Lear Center, University of Southern California, April 9, 2003, at http://www.learcenter.org/images/event_uploads/Gabler18to49.pdf (accessed May 21, 2011).
219 Throughout the 1990s and early 2000s: Marc Gunther, “Turnaround Time for CBS Star-Driven Shows for Aging Boomers Should Get the Ailing Network Back on Track,” Fortune, August 19, 1996, http://money.cnn.com/magazines/fortune/fortune_archive/1996/08/19/215603/index.htm (accessed June 12, 2011). Also see: Horst Stipp, “Why Youth Rules: A Network Response,” American Demographics, May 1995, 30; David Lieberman and Melanie Wells, “Off Target,” USA Today, December 8, 1997; Christine Larsen, “Forever Young—Television Network Targeting of Viewers by Age Group,” Brandweek, May 10, 1999; Jonathan Dee, “The Myth of ‘18 to 24,’” New York Times Magazine, October 13, 2002; Dan Ackman, “CBS Finds New Way to Slice Audience,” Forbes, July 22, 2003; Frank Ahrens, “Networks Debate Age Groups’ Value to Advertisers,” Washington Post, May 21, 2004; Diane Holloway, “Networks Woo Older Viewers,” Cox News Service, September 12, 2006; Laura Blum and Steve McClellan, “Aging Baby Boomers Defy Easy Classification,” Adweek, September 8, 2006; “Baby Boomers Upset That TV Isn’t All About Them,” AP on MSNBC, November 28, 2006, http://www.msnbc.msn.com/id/15806591/from/ET/ (accessed May 14, 2009).
219 The preference showed up in ad prices: Elizabeth White, “This Sweeps, CBS Bets Older Is Better,” Media Life, April 27, 2001.
219 The head of sales for Fox at the time: Gunther, “Turnaround Time for CBS,” Fortune.
219 In 1993–94 the median age of prime-time: Michael Schneider, “TV Viewers Average Age Hits 50,” Variety, June 29, 2008.
219 A&E’s Raven thinks the 20-somethings: Abbe Raven interview with author, May 2009.
219 No one knows that better than: David Poltrack interview with author, April 24, 2008.
220 The neglect of middle age in the movies: Richard Maltby, Hollywood Cinema (New York: Wiley-Blackwell, 2003), 21–30; Robert Sklar, Movie-Made America: A Cultural History of American Movies (New York: Vintage, 1994), 304–5.
220 Forty percent of frequent: “Theatrical Market Statistics,” Motion Picture Association of America, 2008.
222 The film scholar Robert Sklar: Sklar, Movie-Made America, 348.
222 Merry arrested development was the theme: Barbara Ellen, “Wine, Women, Motorbikes, Bonding . . . Who Says Middle Age Is a Crisis for Men?,” Observer, April 15, 2007.
224 For a long time: Doris G. Bazzini et al., “The Aging Woman in Popular Film: Underrepresented, Unattractive, Unfriendly, and Unintelligent,” Sex Roles 36, no. 7/8 (1997).
224 The director Nancy Meyers recalled: Nancy Griffin, “Diane Keaton Meets Both Her Matches,” New York Times, December 14, 2003.
225 More recently, Hope Davis, born in 1964: Precious Williams, “Hope Davis, the Star Unrecognized by Millions,” Times of London, March 2, 2006.
225 As one writer suggested: Hadley Freeman, “Oh, Mother,” Guardian, March 24, 2009.
225 “When I first went into”: Official Web Site of Lillian Gish, http://www.lilliangish.com/about/quotes.html (accessed June 12, 2011).
226 the novelist Italo Calvino said: Jerome Charyn, Movieland: Hollywood and the Great American Dream Culture (New York: New York University Press, 1996), 23.
226 A tiny clutch of privileged actresses: Mimi Swartz, “Sunset Strip,” Slate, January 5, 2004, http://www.slate.com/id/2093444/ (access June 12, 2011).
226 The available parts are still: Nancy Signorielli, “Aging on Television: Messages Relating to Gender, Race, and Occupation in Prime Time,” Journal of Broadcasting & Electronic Media 48, no. 2 (June 2004): 23; Martha M. Lauzen, The Celluloid Ceiling: Behind-the-Scenes Employment of Women on the Top 250 Films of 2008, 2009; Anne E. Lincoln and Michael Patrick, “Double Jeopardy in Hollywood: Age and Gender in the Careers of Film Actors, 1926–1999,” Sociological Forum 19, no. 4 (December 2004): 628; Martha Lauzen and D. M. Dozier, “Maintaining the Double Standard: Portrayals of Age and Gender in Popular Films,” Sex Roles 52 (2005): 437–46; Margie Rochlin, “What She Really Wants to Do Is . . . ,” New York Times, April 13, 2008; Neil Genzlinger, “An Actress of a Certain Age Eyes the Beauty Cult,” New York Times, January 20, 2004; Screen Actors Guild Casting Data Report, “A Different America on Screen,” Screen Actor (Winter 2007): 55; Bosley Cruthers, “Romantic Middle-Aged Men and Women,” New York Times, September 12, 1963; Mary F. Pols, “They’re Women, Directors and Few,” Contra Costa Times, July 8, 2007; Michelle Goldberg, “Where Are the Female Directors?,” Salon, August 27, 2002, http://www.salon.com/ent/movies/feature/2002/08/27/women_directors/print.html; Dave McNary, “Little Diversity Progress Among Writers,” Variety, November 17, 2009; David Robb, “Over-40 Actresses Are Losing Out,” BackStage, April 30, 1999.
226 During the ten years it: Rochlin, “What She Really Wants to Do Is.”
226 Geena Davis, a glamour girl: Rachel Syme, “Still in a League of Her Own,” Daily Beast, April 27, 2009, http://www.thedailybeast.com/blogs -and-stories/2009-04-27/still-in-a-league-of-her-own/?cid=tag:all (accessed April 27, 2009).
Chapter 14: The Arrival of the Alpha Boomer
228 “Middle age is a wonderful country”: John Updike, Rabbit at Rest (New York: Fawcett Columbine, 1996).
229 Clicking through slides filled with pie charts, graphs: Slide show, “Alphaboomer,” NBC presentation, December 2010.
229 “Every seven seconds someone”: Sheila Shayon, “NBCU to Marketers: Respect Your Elders,” Brandchannel, November 5, 2010, http://www.brandchannel.com/home/post/2010/11/05/NBCU-Touts-Alpha-Boomers.aspx (accessed November 5, 2010).
230 ad buyers have consistently ignored any information: Lorne Manly, “The New Middle Ages: TV’s Silver Age,” New York Times Magazine, May 6, 2007; Diane Holloway, “TV Goes Gray,” Austin American-Statesman, June 28, 2007; Michael Schneider, “TV Viewers’ Average Age Hits 50,” Variety, June 29, 2008; Bill Carter, “Young Viewers Flocking to CBS in a Season of Disappointments,” New York Times, November 2, 2008; Bill Carter, “New on the Networks: Safe Formulas from the Past,” New York Times, January 25, 2009.
230 They stopped citing brand loyalty: Dee, “The Myth of ‘18 to 24.’”
230 Working with Hallmark Channels: Elliot, “The Older Audience Is Looking Better Than Ever.”
230 More than half of the postwar generation: Pew Research Center staff, “Growing Old in America.”
230 Surveys show that the young: Pew Research Center staff, Growing Old in America: Expectations vs. Reality, June 29, 2009, http://pewsocialtrends.org/2009/06/29/growing-old-in-america-expectations-vs-reality/ (accessed June 12, 2011): “Among 18- to 29-year-olds, about half say they feel their age, while about a quarter say they feel older than their age and another quarter say they feel younger. By contrast, among adults 65 and older, fully 60 percent say they feel younger than their age, compared with 32 percent who say they feel exactly their age and just 3 percent who say they feel older than their age. The gap in years between actual age and ‘felt age’ widens as people grow older. Nearly half of all survey respondents ages 50 and older say they feel at least 10 years younger than their chronological age. Among respondents ages 65 to 74, a third say they feel 10 to 19 years younger than their age, and one-in-six say they feel at least 20 years younger than their actual age.” The inability of one generation to understand another goes much further back and is the theme of a short story by Edward Bellamy, “The Old Folks’ Party,” Scribner’s Monthly, 0011, no. 5 (March 1876): 660–69.
231 Forty-seven used to be the age: “Talkin’
’Bout My Generation: The Economic Impact of Aging US Boomers,” McKinsey Global Institute, June 2008; David Welch, “Baby Boomers Curb Free-Spending Habit,” Bloomberg Businessweek, July 27, 2009, http://www.msnbc.msn.com/id/32126775/ns/business-personal_finance/ (accessed May 30, 2010).
231 This generation “has assets”: Elliot, “The Older Audience Is Looking Better Than Ever.”
231 “What advertisers are recognizing”: Blum and McClellan, “Aging Baby Boomers Defy Easy Classification,” Adweek; Brian Steinberg, “Nielsen: This Isn’t Your Grandfather’s Baby Boomer,” Ad Age, July 19, 2010.
231 “Perhaps the most constructive ways”: Steven Weiland, “Berniece L. Neugarten,” Jewish Women’s Archive, A Comprehensive Historical Encyclopedia, http://jwa.org/encyclopedia/article/neugarten-bernice-l.
231 Two other consulting firms that specialize: Focalyst View Survey, The Focalyst View, 2006; Age Wave website, http://www.agewave.com/research/landmark_revisioningRetirement.php (accessed June 12, 2011).
232 This doesn’t mean that Madison: Jim Gilmartin, “The Crisis of Faulty Marketing Paradigms,” MediaPost Blogs, March 7, 2011, http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=145689 (accessed June 12, 2011).
232 “We believe there is this”: Manly, “The New Middle Ages: TV’s Silver Age.”
232 In 2010, the station solicited series that: Amy Chozick, “Television’s Senior Moment,” Wall Street Journal, March 29, 2011, http://online.wsj.com/article/SB10001424052748703559604576174983272665032.html (accessed June 12, 2011).
233 “I think the wider the”: Bob Greenblatt interview with author, 2010.
234 This transformation is shaking: Bill Carter and Tim Arango, “An Unsteady Future for Broadcast,” New York Times, November 22, 2009; Bill Carter, “New on the Networks: Safe Formulas from the Past,” New York Times, January 25, 2009; Carter, “Young Viewers Flocking to CBS in a Season of Disappointments”; Wilson, “Aging—Disease or Business Opportunity?”; Gilmartin, “The Crisis of Faulty Marketing Paradigms”; Jan Hoffman, “‘The Good Wife’ and Its Women,” New York Times, April 29, 2011.
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