Trendspotting #12

l Talkin' 'bout my Sainsbury's trolley

Life for the baby-boomer generation gets sadder. First one of them becomes Prime Minister, now a radio station targeted at them decides to use supermarket trolleys and petrol pump nozzles to attract their attention. Shopping and driving are the two most popular activities for the over-forties, according to research by the media-buying agency Rocket, which is buying space on the trolleys and nozzles for the Magic radio station group in Yorkshire. Once upon a time music of this generation was connected with drugs, peace and free love; now it's to Sainsbury's and filling up the Ford Galaxy.

l Did anyone read all about it?

Much has been made of the unprecedented support the Labour Party received at the election from the national press. But how much difference did newspapers actually make? A third of adults never read a newspaper. Of those that do, 22 per cent claim, in a study by Carat Insight, that they deliberately turn away from political news stories. In the popular press, this rises to nearly 30 per cent of readership. Of those left, three-quarters had decided their vote five weeks before the campaign started. According to Carat Insight, only 7 per cent of undecided voters were open to persuasion by political stories during the campaign. But of course it is the flexible voter who wins elections - which is why Tony Blair and Alastair Campbell had all those lunches with Tory editors.

l Television pictures move more

While newspapers are generally accorded lots of influence on voters, the Party Election Broadcast is often rated a boring turn-off. This is strange, if only because consumer goods advertisers put so much more stock in television advertising than newspapers - if you read a newspaper ad for more than three seconds you are abnormal. In fact, Carat Insight's research found that even if every newspaper backed the Conservatives and influenced those they could influence, it could turn over only 7 per cent of the electorate, where PEBs had the potential to persuade 10 per cent.

l No British films, please, they're too original

The UK's film industry is booming, right? Good for jobs, allows us to fight back against US cultural imperialism ... yet the battle is still being lost. Half of the 76 films made in the UK in 1995 are still awaiting theatrical release, according to Screen Finance. Of the 38 that have been released, a quarter were issued with fewer than 10 prints, meaning they're not being seen in too many places. And it's getting worse. Of the films made in 1994, 70 per cent managed to get distribution. It should be the other way around, because the number of cinema screens has increased from 2,003 in 1995 to 2,166 now. The trouble, of course, is that we are still not making enough distribution-friendly, Hollywood-style formula films.

l Digital TV - anyone got one?

Despite the hype about the imminent digital television revolution with its 200 channels of high-quality repeats, the cable and satellite industry's own anoraks don't believe we are actually ready for it. More than two- thirds of industry experts polled by Cable and Satellite Communications magazine believe that BSkyB was right to delay its launch of digital satellite television until next year at least. The reason is simple: there isn't actually anyone in Britain geared up for digital TV. But when it does come, almost 60 per cent of respondents believe that video on demand (VOD) will drive the service. Pity the digital terrestrial applicants - they haven't got enough capacity for VOD.

l A block too far for Blockbusters?

If VOD does take off it is bad news for the 29,000 people employed by the video rental business, which employs more people than the coal industry. The rental market was worth pounds 491m last year, but our sedentary nature means that we are probably willing to pay more than that to save us having to get in the car and drive to the video rental shop.

Paul McCann

Start your day with The Independent, sign up for daily news emails
Voices
There will be a chance to bid for a rare example of the SAS Diary, collated by a former member of the regiment in the aftermath of World War II but only published – in a limited run of just 5,000 – in 2011
charity appealTime is running out to secure your favourite lot as our auction closes at 2pm tomorrow
Arts and Entertainment
James May, Jeremy Clarkson and Richard Hammond in the Top Gear Patagonia Special
tv
News
Claudia Winkleman and co-host Tess Daly at the Strictly Come Dancing final
people
Arts and Entertainment
Caroline Flack became the tenth winner of Strictly Come Dancing
tvReview: 'Absolutely phenomenal' Xtra Factor presenter wins Strictly Come Dancing final
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA year of political gossip, levity and intrigue from the sharpest pen in Westminster
News
Elton John and David Furnish will marry on 21 December 2014
people
Sport
SPORT
News
people
Life and Style
A still from the 1939 film version of Margaret Mitchell's 'Gone with the Wind'
life
Arts and Entertainment
J Jefferson Farjeon at home in 1953
booksBooksellers say readers are turning away from modern thrillers and back to golden age of crime writing
Sport
Amir Khan is engaged in a broader battle than attempting to win a fight with Floyd Mayweather
boxing Exclusive: Amir Khan reveals plans to travel to Pakistan
News
Stacey Dooley was the only woman to be nominated in last month’s Grierson awards
mediaClare Balding and Davina McCall among those overlooked for Grierson awards
News
Twitchers see things differently, depending on their gender
scienceNew study shows that birdwatching men have a lot in common with their feathered friends...
Arts and Entertainment
British actor Idris Elba is also a DJ and rapper who played Ibiza last summer
film
News
i100
Arts and Entertainment
Christopher Biggins as Mrs Smee in Peter Pan
theatreHow do the men who play panto dames get themselves ready for the performance of a lifetime?
News
i100
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Ashdown Group: (PHP / Python) - Global Media firm

£50000 per annum + 26 days holiday,pension: Ashdown Group: A highly successful...

Ashdown Group: Analyst Programmer (Filemaker Pro/ SQL) - Global Media firm

£50000 per annum + 26 days, pension, private medical : Ashdown Group: A highly...

Ashdown Group: IT Support Analyst - Chessington

£25000 per annum: Ashdown Group: IT Service Desk Analyst - Chessington, Surrey...

Charter Selection: Graphic Designer, Guildford

£35000 - £40000 per annum: Charter Selection: This renowned and well establish...

Day In a Page

The week Hollywood got scared and had to grow up a bit

The week Hollywood got scared and had to grow up a bit

Sony suffered a chorus of disapproval after it withdrew 'The Interview', but it's not too late for it to take a stand, says Joan Smith
From Widow Twankey to Mother Goose, how do the men who play panto dames get themselves ready for the performance of a lifetime?

Panto dames: before and after

From Widow Twankey to Mother Goose, how do the men who play panto dames get themselves ready for the performance of a lifetime?
Thirties murder mystery novel is surprise runaway Christmas hit

Thirties murder mystery novel is surprise runaway Christmas hit

Booksellers say readers are turning away from dark modern thrillers and back to the golden age of crime writing
Anne-Marie Huby: 'Charities deserve the best,' says founder of JustGiving

Anne-Marie Huby: 'Charities deserve the best'

Ten million of us have used the JustGiving website to donate to good causes. Its co-founder says that being dynamic is as important as being kind
The botanist who hunts for giant trees at Kew Gardens

The man who hunts giants

A Kew Gardens botanist has found 25 new large tree species - and he's sure there are more out there
The 12 ways of Christmas: Spare a thought for those who will be working to keep others safe during the festive season

The 12 ways of Christmas

We speak to a dozen people who will be working to keep others safe, happy and healthy over the holidays
Birdwatching men have a lot in common with their feathered friends, new study shows

The male exhibits strange behaviour

A new study shows that birdwatching men have a lot in common with their feathered friends...
Diaries of Evelyn Waugh, Virginia Woolf and Noël Coward reveal how they coped with the December blues

Famous diaries: Christmas week in history

Noël Coward parties into the night, Alan Clark bemoans the cost of servants, Evelyn Waugh ponders his drinking…
From noble to narky, the fall of the open letter

From noble to narky, the fall of the open letter

The great tradition of St Paul and Zola reached its nadir with a hungry worker's rant to Russell Brand, says DJ Taylor
A Christmas ghost story by Alison Moore: A prodigal daughter has a breakthrough

A Christmas ghost story by Alison Moore

The story was published earlier this month in 'Poor Souls' Light: Seven Curious Tales'
Marian Keyes: The author on her pre-approved Christmas, true love's parking implications and living in the moment

Marian Keyes

The author on her pre-approved Christmas, true love's parking implications and living in the moment
Bill Granger recipes: Our chef creates an Italian-inspired fish feast for Christmas Eve

Bill Granger's Christmas Eve fish feast

Bill's Italian friends introduced him to the Roman Catholic custom of a lavish fish supper on Christmas Eve. Here, he gives the tradition his own spin…
Liverpool vs Arsenal: Brendan Rodgers is fighting for his reputation

Rodgers fights for his reputation

Liverpool manager tries to stay on his feet despite waves of criticism
Amir Khan: 'The Taliban can threaten me but I must speak out... innocent kids, killed over nothing. It’s sick in the mind'

Amir Khan attacks the Taliban

'They can threaten me but I must speak out... innocent kids, killed over nothing. It’s sick in the mind'
Michael Calvin: Sepp Blatter is my man of the year in sport. Bring on 2015, quick

Michael Calvin's Last Word

Sepp Blatter is my man of the year in sport. Bring on 2015, quick