(Millennials: “What’s a TV listing?”; Gen Z: “What’s a newspaper?”; Gen Alpha: “What’s reading?”)

And it made me wonder: Who is this for?

How many people are still planning their TV-watching by looking at the newspaper?

The answer, I’m sure is, “Not many.”

But it’s not zero either. And for that audience, the newspaper still prints this information.

It’s a good reminder for us solo professionals that trying to reach that fictional “everyone” is both impossible and unnecessary.

None of us needs millions or thousands or maybe not even hundreds of clients at any one time.

What we need are our individual versions of the newspaper TV listings people.

Find and talk to them and you can safely ignore everyone else.