I didn't say "young people" - I said "people". The demographic that spend the largest amount of money (and so bring the most trade into the industry and are most likely to splash out on further stuff) are those with the largest disposable income, and that means 30-somethings up to the fabled "£50 man" - those that leave their local branch of HMV with £50 worth of stuff every time. Its them that might hear Seth/Kate/Cara and decide to investigate and end up earning money for Nic Jones.

I once heard that John Peels show had the largest early-teen listenership of all the shows on Radio1. Thats the age when teenagers are deciding if they are going to be a goth, raver, metaller, folkie or whatever and they are the least set in their ways because they are still forming thier 'ways'. All folk music needs to do to reach them is to be visible - and on that note, Lisa Knapp has been played on the Huw Stevens show (in John Peels old slot) two or three times this week - a surefire bet for the 2008 folk awards, surely? I am 25, I think that just about still counts as 'young'.