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Two messages here.

1. We mentioned this awhile back, but this Sunday's New York Times Magazine is entirely devoted to Baby Boomers. More about that in a minute, but first...

2. It seems like advertisers finally get it, and they are warming to us.

For many years, ad agencies made it clear that they weren't interested in us. Too old. Too locked into our ways.

This made so sense, of course, because we tend to have considerable disposable income - not all of us, but many of us - and we have a history of disposing it.

Well, it took 'em awhile, but advertisers are wising up.

The NYTimes calls this Sunday's edition: “The New Middle Ages: A Special Issue.” It says the magazine "will be devoted entirely to topics facing baby-boomers as they hit middle age. It will cover the ways in which our nation’s most talked-about generation addresses lifestyle choices concerning work, money, travel, politics, spirituality, relationships, health and more."

And here's the kicker: The issue has attracted what the magazine calls "significant advertiser interest" - 56 advertising pages, with the largest contribution in ad sales coming from the financial sector.

(The paper says that NYTimes.com/Magazine, an online version of The New Middle Ages issue, will offer exclusive interactive features, including a crossword puzzle with clues created by former President Bill Clinton, an original documentary on boomer sex lives by Peabody Award-winning filmmaker Rachel Dretzin, a video Q&A about the new science of longevity and a questionnaire that measures a person’s wisdom.)