These days, Millennials are everywhere.

It’s not just because they’re the largest generation since the Baby Boomers – advertisers are taking advantage of their unique buying habits and increased spending power.

But sandwiched between those two colossal generations is a frequently overlooked yet still-sizable demographic: Generation X.

Born between 1965 and 1980, Gen Xers are currently between the ages of 36 to 51 – to the tune of 65 million people, according to Pew Research.

And they, too, have purchasing power: they consist of just 25 percent of the U.S. population yet earn 31 percent of U.S. income.

Plus, they’re educated and entrepreneurial. Thirty-five percent have college degrees (versus just 19 percent of Millennials), and an incredible 55 percent of start-up founders are Gen Xers.

So how are marketers to reach them? Well, a lot of ways.

As early – yet not native – adopters of technology, Gen Xers’ media consumption habits don’t necessarily fit the cookie-cutter mentalities of tech-savvy Millennials or traditionalist Boomers.

In fact, according to Forrester Research:

• 49 percent listen to the radio
• 62 percent still read newspapers
• 85 percent have a favorite TV show
• 60 percent use a smartphone daily
• 75 percent routinely use social networks

By deploying a mix of traditional and digital tactics, marketers can tap into Generation X’s potential.