In this article, we examine how seniors are portrayed in the "Globe and Mail." Thirty articles published in 2004 were selected and thematically analysed. Seniors were discussed in six different contexts, including family, work/retirement, community networks, scientific studies of population, social and health care policy, and social attitudes to aging. Issues pertaining to seniors were captured in three themes. The theme "diversity of seniors" made visible seniors of different genders, ages, health statuses, abilities, and needs. The "successful aging" theme provided positive examples of aging well but marginalized seniors who did not meet these expectations, thereby fostering intra-generational ageism. The "apocalyptic demography/inter-generational conflict" theme underscored the importance of society's support system for the elderly but raised the issue of inter-generational inequality, of presenting the elderly as a burden on younger persons in families and on society at large. Critical analyses suggested that both negative and positive newspaper portrayals of seniors might be ageist.