In last night’s episode of The Apprentice, the two teams were asked to produce dummy magazines for an untapped market sector. One team – and look away now if you don’t want spoilers – suggested targeting the retired market with a magazine entitled Hip Replacement.
They lost. But not before being told by all and sundry that their approach to the market sector was demeaning and patronising.
And yet, what do I find inside my issue of The Guardian this morning? A supplement called Living Choices for the 50+. Which, if anything, makes Hip Replacement seem positively enlightened.
As a test, here are ten headlines. Five are from Hip Replacement, five from the insert that came with The Guardian. Can you tell which is which?
- Don’t forget the kids
- Health insurance: time to compare
- Taxing stuff
- Pension power
- Gas: comfort and safety
- Retirement enters a new age
- Don’t worry, be happy
- Ensure to insure
- Fit as a fiddle
- Age doesn’t come alone
Can you tell which is from the ‘patronising’, fictional Apprentice magazine, and which from the real-life supplement?