Mass media continue to be important in understanding perspectives about older people. The term elderly may conjure images of sick, decrepit, or easily bilked people because of the content of constant media coverage. However, baby boomers appear to be treated differently by mass media. Boomers are the subject of stories on newfound health and activity. At the same time, the American Society on Aging, the National Council on the Aging, and groups such as Civic Ventures (https://www. civicventures.org) are now focusing on aging baby boomers. Older boomers will need more options for activity and civic engagement, and this will alter programming at social, educational, and health-related facilities. This trend is bound to grow, as policymakers, media, and agendasetters themselves face their retirement years. The 77 million baby boomers born between 1946 and 1964 clearly have become the focus of aging discussions, media coverage, and social policy. Improvements in health care, longer life expectancies, and innovative use of new technologies all have combined to create new opportunities and challenges.