The baby boom generation make up a large percentage of the population so anything that is of interest to them has a good chance of being interesting to the media - especially as people of a certain age are more likely to read newspapers and listen to local radio.

Two Midlands law firms tapped into this when they set up specialised legal services for the elderly. Warwickshire firm Wright Hassall has set up a department called Wright Future which will provide specialist advice on matters such as Lasting Powers of Attorney, Court of Protection issues, care issues, investment matters etc.

Its lawyers will be able to visit clients at their homes or in hospital if necessary.

MFG solicitors has set up a similar operation catering for the legal needs of the over-50s. It will also provide home visits and specialist aides such as large print documents.

Not only have these two firms tapped into an expanding and lucrative market, they also got valuable free publicity in their local paper the Birmingham Post for doing little more than sending out well written press releases.