I must give The Economist website the credit for this awesome headline. And I must agree with them that John McCain is in trouble. If elected as President later this year, he will be the oldest person ever elected American President. While this should be no factor, since life expectancy has been steadily increasing over the past half century, and McCain is sprightly, healthy and the very model of what today’s elderly can be, there is a problem.

McCain is not a Boomer. The Boomers (born after World War II and into the 1960s) are old and aging (although they will hate to read that bald fact stated so bluntly). They’re now in their mid 40s to mid 60s. But, they feel 25. Or, at least 35! Any decent marketing efforts aimed at them cannot treat them (or show visual images of them) as they are - i.e. over 50, ageing individuals. Marketing efforts aimed at Boomers should think of 35-39 year olds, and use similar images, too.

Americans are not ready for an old President. (There is a website devoted to things that are younger than Mr McCain - including the Golden Gate Bridge, plutonium, Coke-in-a-can, Velcro, 91% of Americans…). Or more specifically stated, Americans are not ready for an old President who is not a Boomer. In 20 years time, they’ll be ready for 70 something President, but not yet.

So, this should be a really fun election to watch. You will have either your first woman, or your first African-American. Or your first septuagint. Which of these is America more ready for. I’m not sure. But I am prepared to put my generational credentials on the line, and say that Boomers and Gen Xers would rather have a Boomer than someone from either the Silent or Veteran generations. So, for my money, on generational theory alone, McCain has no chance. But, then again, who would have thought that Indiana Jones would get another run at his age (actually, Harrison Ford is a Boomer in his 60’s - so maybe there is your answer!!)