BANKING ON THE GREY POUND: THE COMPANIES WHO WANT THE OVER-FIFTIES

Financial services Saga services offers a range of financial services, such as car and house insurance, and recently issued its own credit card. In June, it moved into retail-telephony with Worldcom, America's fourth- largest international carrier, with the aim of offering its credit-card holders long-distance and international calls 40 per cent cheaper than BT's regular rates.

Publishing Magazines such as Yours and Choice, aimed at the mature reader, are thriving. Yours - "for the young at heart" - has seen a year-on-year increase in circulation since 1989, its most recent figure being 213,988, while Choice sold an average of 118,093 copies a months in the last half of last year. Chic, an over-50s style title, sold a rather less spectacular 56,257.

Motoring According to the AA, there are around 8 million drivers over the age of 55 in the UK. With that in mind, Ford is soon to produce a range of cars aimed at the over-sixties, its features designed to allow for poor eyesight, restricted movement and slower reactions.

Broadcasting In the light of research which indicates that commercial radio commands at least 50 per cent of listening share in every age group except the over-55 category, the Saga Group is looking to move into broadcasting.

It is currently bidding for commercial radio franchises around the country, but last month lost out to the rather more youthful Kiss in its attempt to win the new Yorkshire FM licence.