They’re Not Scouting for Nursing Homes

Magazines have always been a crap shoot. More like a lottery. Hundreds fail for each success.

Of course, if you target the 19-49 crowd — the competition is stiffest, the payoff less.

Talk about a magazine whose circulation will grow and grow.....read about this one.

"The first issue of Where to Retire in 1992 contained about 30 pages of advertising. Recent issues have about 100 pages of ads, many from developers of active-adult communities. A page costs up to $9,230."

Think there's room for a dozen other Baby Boomer niche magazines? Even one general interest magazine targeting Baby Boomers?

Great to hear about Forth & Towne - but how about a classy, down-to-earth clothing chain for Baby Boomer men?

Two news stories hinting at this untapped market:

A good chunk of the population is getting old, but that doesn't mean they're a bunch of tightwad old geezers stowing their cash in their mattresses … In its just updated Demographic Profile of American Baby Boomers, MetLife said older boomers - those born between 1946 and 1955 - spend their money on home upgrades and clothing, spending 13 percent more than average on women's apparel and 11 percent more on men's clothing. — Bob Rozycki in the Westchester County Business Journal

Ultra-low-rise jeans feel too foreign to most baby boomers, even if they're hip and in good shape, like E Street owner Thomas George, who recently lost about 35 pounds. "I happen to play guitar, but I don't want to look like a rock star," said George, who mainly wears Lucky Brand jeans. "I was stupid at 22, and I'm not a whole lot smarter at 59, but I don't want to look like I'm 22." -- Wendy Donahue, Chicago Tribune

Over 50 and Out of Favor: by Meg James, LA Times

Here's a good article from the Los Angeles Times dated May 10th, and reprinted on the AEF web site.

A few people quoted include Brad Adgate of Horizon Media, a top media planning (and more) firm. Mr. Adgate is a 'go-to' guy for lots of news outlets, including NPR. Do a google news search for "Brad Adgate" some time and more than likely you'll find a quote or quotes from him. From what he says about Baby Boomers, I'm guessing you'll get a sympathetic and knowledgable ear at Horizon Media if interested in targeting this demographic.

Brent Green penned Marketing to Leading-Edge Baby Boomers, and Matt Thornhill runs the marketing and research firm The Boomer Project.

The Advertising Education Foundation, among many other things, is the best place to hunt down advertising articles from The New York Times and other periodicals - ones which may have vanished into the pricey ether. For example, here's an excellent NYT piece from December 2003.

Hello future.

I saw a great spot a week or so ago for Lincoln Financial.

A few days later my Stuart Elliott email newsletter arrived and I read all about it. Mr. Elliott's headline: Saying Hello to Baby Boomers. The spot is part of a campaign titled "Hello future."

I'd love to post the complete article from the Elliott/NYT newsletter, but certainly would get in copyright trouble for that. So this is all you get:

The "Hello future" campaign, by Martin/Williams in Minneapolis, part of the Omnicom Group, is intended to create an image for Lincoln as the go-to company for the financial needs of the baby-boomer generation … In a third commercial, a girl is sitting in her guidance counselor's office in high school, circa the 1960's. "Roberta, I can see you as a file clerk," he tells her. "It's a great way to meet eligible lawyers." Fast-forward into the future, as she becomes a lawyer, then a judge, then retires. The scene shifts to a present-day student in her guidance counselor's office. "File clerk?" a voice asks. "Have you ever considered being a lawyer?" The camera cuts to the counselor - who is, of course, the retired judge.

That's the one I saw. A brilliant spot.

There's not much I can link to about this campaign. For example, the press release on the Martin/Williams web site is in flash, so you'll have to go there and fish around.

The book is now available on Amazon.com

Read about it here.

Or go to Amazon.com and (if you're interested) buy it from Practical Books -- the retail division of the publishers. You can use your Amazon.com account for everything, and the book is shipped directly from Paramount Books. You'll probably get it faster — along with saving a few dollars ($5 discount vs. free shipping).

Or you can order it directly from the publisher, Paramount Books. Use this promotional code: CNY+ and save $5.00. You can also order five or ten copies at a discount. Email them about that.

The last two alternatives are the best bet if the book is sold out at Amazon.com.