If you need another example of how decayed the lifeless body of the media is, Charlie Gibson, anchor of ABC News’ World News Tonight, has been kind enough to offer one.

Gibson thinks that the ads during his broadcast are slanted too heavily to senior viewers. He complains that they, “bespeak an older audience.” Bespoken like the 63 year-old geezer that he is. But you would think that an old hand like himself, might have a better understanding of television adverstising than is exhibited by this statement:

“Why say the important audience is 25 to 54 if you run ads that obviously appeal to people over 60 or 65?” Gibson says. “Why aren’t you trying to get commercials that appeal to the audience you want to get?”

Somebody send a telegraph to Gibson (I’m not sure he can work a cell phone). Broadcasters do not use commercials to attract audiences to programs. They use programs to attract audiences to commercials. The reason WNT has so many ads for Depends and Viagra is that the advertisers know where there customers are. Replacing those ads with ads for sports cars and iPods is not going to produce a groundswell of young viewers. Wake up and smell the Metamucil, Charlie.