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

PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksAn evocation of the conflict through the eyes of those who lived through it
News
people
News
Jamie and Emily Pharro discovering their friend's prank
video
News
i100
Life and Style
food + drink
News
Tim Vine has won the funniest joke award at the Edinburgh Festival 2014
peopleTim Vine, winner of the Funniest Joke of the Fringe award, has nigh-on 200 in his act. So how are they conceived?
News
people
Life and Style
techApp to start sending headlines, TV clips and ads to your phone
Arts and Entertainment
Taylor Swift crawls through the legs of twerking dancers in her 'Shake It Off' music video
musicEarl Sweatshirt thinks so
Life and Style
tech
Arts and Entertainment
Daniel Radcliffe and Zoe Kazan in What If
filmReview: Actor swaps Harry Potter for Cary Grant in What If
News
Our resilience to stress is to a large extent determined by our genes
science
Travel
travel
Sport
sportBesiktas 0 Arsenal 0: Champions League qualifying first-leg match ends in stalemate in Istanbul
News
Pornography is more accessible - and harder to avoid - than ever
news... but they still admit watching it
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
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

Digital Project Manager / Web Project Manager

£45-50k (DOE) + Bonus & Benefits: Guru Careers: We are seeking an experienced ...

Account Manager

£30 - 35k + Benefits: Guru Careers: We are seeking an Account Manager to join ...

Social Advertising Manager / Social Media Manager

£Excellent + Benefits: Guru Careers: A Social Advertising Manager / Social Med...

Web Developer / Front End Web Developer

£30 - 35k (DOE): Guru Careers: A Web Developer / Front End Web Developer (PHP ...

Day In a Page

Ferguson: In the heartlands of America, a descent into madness

A descent into madness in America's heartlands

David Usborne arrived in Ferguson, Missouri to be greeted by a scene more redolent of Gaza and Afghanistan
BBC’s filming of raid at Sir Cliff’s home ‘may be result of corruption’

BBC faces corruption allegation over its Sir Cliff police raid coverage

Reporter’s relationship with police under scrutiny as DG is summoned by MPs to explain extensive live broadcast of swoop on singer’s home
Lauded therapist Harley Mille still in limbo as battle to stay in Britain drags on

Lauded therapist still in limbo as battle to stay in Britain drags on

Australian Harley Miller is as frustrated by court delays as she is with the idiosyncrasies of immigration law
Lewis Fry Richardson's weather forecasts changed the world. But could his predictions of war do the same?

Lewis Fry Richardson's weather forecasts changed the world...

But could his predictions of war do the same?
Kate Bush asks fans not to take photos at her London gigs: 'I want to have contact with the audience, not iPhones'

'I want to have contact with the audience, not iPhones'

Kate Bush asks fans not to take photos at her London gigs
Under-35s have rated gardening in their top five favourite leisure activities, but why?

Young at hort

Under-35s have rated gardening in their top five favourite leisure activities. But why are so many people are swapping sweaty clubs for leafy shrubs?
Tim Vine, winner of the Funniest Joke of the Fringe award: 'making a quip as funny as possible is an art'

Beyond a joke

Tim Vine, winner of the Funniest Joke of the Fringe award, has nigh-on 200 in his act. So how are they conceived?
The late Peter O'Toole shines in 'Katherine of Alexandria' despite illness

The late Peter O'Toole shines in 'Katherine of Alexandria' despite illness

Sadly though, the Lawrence of Arabia star is not around to lend his own critique
Wicken Fen in Cambridgeshire: The joy of camping in a wetland nature reserve and sleeping under the stars

A wild night out

Wicken Fen in Cambridgeshire offers a rare chance to camp in a wetland nature reserve
Comic Sans for Cancer exhibition: It’s the font that’s openly ridiculed for its jaunty style, but figures of fun have their fans

Comic Sans for Cancer exhibition

It’s the font that’s openly ridiculed for its jaunty style, but figures of fun have their fans
Besiktas vs Arsenal: Five things we learnt from the Champions League first-leg tie

Besiktas vs Arsenal

Five things we learnt from the Champions League first-leg tie
Rory McIlroy a smash hit on the US talk show circuit

Rory McIlroy a smash hit on the US talk show circuit

As the Northern Irishman prepares for the Barclays, he finds time to appear on TV in the States, where he’s now such a global superstar that he needs no introduction
Boy racer Max Verstappen stays relaxed over step up to Formula One

Boy racer Max Verstappen stays relaxed over step up to F1

The 16-year-old will become the sport’s youngest-ever driver when he makes his debut for Toro Rosso next season
Fear brings the enemies of Isis together at last

Fear brings the enemies of Isis together at last

But belated attempts to unite will be to no avail if the Sunni caliphate remains strong in Syria, says Patrick Cockburn
Charlie Gilmour: 'I wondered if I would end up killing myself in jail'

Charlie Gilmour: 'I wondered if I'd end up killing myself in jail'

Following last week's report on prison suicides, the former inmate asks how much progress we have made in the 50 years since the abolition of capital punishment