Walt Disney Co. doesn't have to look far to see the demographic challenges it faces.
The company's core audience -- the one packing theme parks -- is U.S. families with young children. But change is at hand.
The percentage of U.S. children younger than 14 has shrunk from about 28 percent in 1970 -- just a year before the Magic Kingdom opened -- to about 20 percent today. Population forecasts also show that by 2010, the over-45 population is expected to grow about five times faster than people 19 and younger.
Although Disney already has catered to the older traveler within its theme parks, particularly at Epcot and Animal Kingdom, and with other activities such as golf, spas, shopping, cruises and restaurants, marketing a theme-park-dominated resort to adults is a greater challenge.