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WITH record attendances during the first days of the Motor Show this year, Exhibitors are asking if it would not be possible to have certain times, or days, reserved for trade buyers. The promoters are obviously concerned with any possible loss of gate money, but it is very true that at times, when stands are crowded with mere sight‐seers it is very difficult for genuine potential buyers and trade personnel to see what they want in the short time that may be at their disposal. These record attendances may not be repeated always; this year is the first time for a long time that anyone can order any car with a reasonable delivery date, and most cars with only a few weeks wait.

AT the close of the year we look back upon twelve very chequered months in the story of librarianship. In the field of libraries as a whole, it may be said that they held their own and indeed that some progress has been made. A few libraries have been opened, mostly branch libraries, but there have been extensions and re‐organisations of central libraries, which point to a universally developing regard for the library service. Even if this has not been dramatic in some places, it has nevertheless been real. Men who were middle‐aged before the war must, however, pass away before we get the right perspective for the conditions of to‐day; that is to say, with few exceptions. We are not speaking of librarians here, but of those who control libraries, but even librarians of the older school have sometimes found it difficult to envisage library service on the scale common in America, which, with adjustments to British circumstances, should be the scale for us throughout the Empire.

The purpose of this paper is to identify the demographic and psychographic characteristics of older green tea consumers in the USA. By understanding this segment’s background, perceptions, and behaviors, health and marketing professionals can tailor messages to reach clients and consumers.

An online survey was completed in January 2014 with 1,335 older adult consumers (=55 years old). Data were analyzed using descriptive statistics and binomial logistic regression.

More than half (n=682, 51.2 percent) of respondents drank green tea. Most green tea consumers in this sample are college-educated and employed female home owners. The odds for green tea consumption are greater if a respondent is in good health, was informed about diet and health, or made a health-related dietary change in the past year. There are greater odds of consumption if the respondent is familiar with the relationship between drinking green tea and the reduced risk of cancer however, the importance of health statements on product labels are not predictive of consumption.

This study was conducted in the USA and with older adults. Future research should explore characteristics of younger consumers, i.e. 18-54 years old.

Health educators, regulators, and marketing professionals may use this profile to tailor messages that speak to consumers and client’s values and motivations.

To the authors’ knowledge, this is the first profile of older adult green tea consumers in the USA.