The Oldie has reached its twentieth year and is actually selling a rather healthy 41,000 copies.

The editor and founder of Oldie magazine Richard Ingrams, says that despite the recession, advertising has gone up in the last few years but he remains "baffled" by the fact that advertises have always "shied away" from the magazine.

Scott Wilkinson, founder of Bordello Advertising, believes there are many mainstream brands that could benefit from being in the magazine but have not seen the potential.

He told the BBC's Today programme that a lot of advertisers "don't want to think about old people".

"We categorise them as grey and dull... it's a huge psychological flaw in marketing," he told Justin Webb.

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