Eons Again.

Eons is live.

Although I've blogged about it numerous times, I'm not obsessed with the place. I've never talked to them, although my stats tell me that over the last few months a slew of deep hits to this blog have come from a 'Navy shipyard' in Boston. It took me awhile to figure it out…

It's just that Eons is the first commercial site for Baby Boomers with lots of VC backing (the figure thrown around is 10 mil) - and all of us involved with marketing, advertising, and any type of content targeting this demographic are watching it very carefully. Other sites for Boomers are in the works, so Eon's success or failure will have an effect on more than a handful of current projects.

Eons is getting tons of press, and some blog activity. Many of the articles are making fun of the obit email alerts, with headlines like "You've Got Death" and "Social Deathworking."

What do I think of the place? Let's start with my prediction a few weeks ago: Eons will be a happy-time AARP. I wasn't too far off (minus the death alerts). However, in an earlier post I said this: Jeff Taylor is an interesting, nutty, very bright fellow. Little did I know when I wrote that, that it would also describe the web site. Even better than "a happy-time AARP."

Eons is OK. I'm not put off by it (a good sign). The 'mind games' are fun. My sodden noggin could use more exercise. And I took advantage of the Longevity Calculator. According to this curious mix of medical research, common sense, and voodoo, I'll be twitching and drooling until I'm 84. (Oh, well. I always knew I'd die young.)

However, I'm not convinced that Baby Boomers are looking to network unless there is a specific reason, a real benefit (don't ask me what those reasons or benefits might be - that's a big chunk of how I make my living as a consultant, creative director, and copywriter). I do find most of the content on Eons rather bland. Some content is fine in bland form (medical advice, etc.). But with 10 million bucks I bet they could dig up more creative, lively (even famous) Baby Boomer writers, journalists, and artists to spice it up a bit.

That's what most educated people over fifty are looking for - exciting content, real story-telling (including video).

I also predicted that "Eons has lots of potential." It's still early. We're all hoping that the site is successful. Because if it is, more sites for Baby Boomers will follow.

Chicago Conference: Beyond The Boomers

I'll be blogging more about this - but for now be aware of a major business conference in October, BEYOND THE BOOMERS: The Transition Years.

Press Release:

The conference is directed towards marketers, service providers and those who need to understand the unique psychology, perceptions, needs, issues and behaviors of this now 60+ population.

Presenters will include such national speakers as luncheon presenter, Dr. Ajit Kambil (Global Director, Deloitte Research, Deloitte, LLP), keynoter, Maryellen Molyneaux (President, The Natural Marketing Institute) Michael Gratz, (Director, AARP Market Intelligence Group), Chuck Nyren (author of business best-seller, ADVERTISING TO BABY BOOMERS), Vicki Thomas (author of BANKING ON THE MATURE MARKET), Don Montuori (Editor, Packaged Facts) and Sharon Ray Alt (Principal of Boomer Groups)...

Visit the Beyond The Boomers Conference Web Site. (Lots more to come over there - you're getting a sneak preview.)

WHEN: Friday, October 20, 2006 8:00 AM - 5:00 PM
WHERE: Chicago Hilton and Towers, Chicago, IL

I'm wrapping up the morning session. That's the perfect slot for me because I can just keep blabbing and flashing PP slides—and at noon everybody will get up and leave for lunch and I won't have to answer any difficult or embarrassing questions.

I'll post about sponsorship opportunities soon. So far, some of the sponsors are GRAND Magazine, The Natural Marketing Institute, Packaged Facts, a division of MarketResearch.com, Paramount Market Publishing, Inc. and SELLING TO SENIORS: The Monthly Report on the 50+ Market.

Still Sexy at 60?

Kelly Greene has a top-notch piece Still Sexy at 60? in The Wall Street Journal (accessed here in The Pittsburgh Post-Gazette with another headline):

A growing number of new ventures are targeting aging baby boomers, their obsessions in the final third of their lives -- and their $2 trillion in annual spending power. Start-up magazines with titles like GeezerJock, Grand and What's Next are beckoning to boomers with advice on triathlons, grandchildren or new careers.

I didn't know about What's Next Magazine. Check it out. Looks like it has potential.

But golly gee … everywhere I turn I see all this motivational boomer branding silliness. Every new web site, magazine, whatever - they all have the same mundane, insulting, pandering message…

Eons: Don't Just Live Longer. Live Bigger. After 50 life becomes yours.

What's Next Magazine: Our mission ... is to encourage our readers to live bigger. To take risks and pursue their dreams.

What piles of empty nothings. I talked about this earlier, with Eons. And there is a chapter dedicated to this nuttiness in my book.

Growing Bolder has this same sort of message, has been around for awhile, and targets Boomers and older generations. It's backed up with content, a radio show, and an eclectic mix of entertaining and informative videos.

Does everybody have to copy the aspirational message of Growing Bolder?

I feel like I'm watching old TV westerns when I go to these places. As if Baby Boomers are pretty stupid and directionless and need to be rounded up, prodded, and pushed:

Move 'em on, head 'em up,
Head 'em up, move 'em out,
Move 'em on, head 'em out, Rawhide!

Wagons ….. HO!

Reach for the Silver Dollar

It's always fun and enlightening to visit trade mags from around the world.

Today, we're off to New Zealand and Grocer's Review -- with our knowledgeable and friendly tour guide, Gill Walker:

Gill Walker, Director and Founder of Evergreen Marketing and Communications, a Melbourne-based trans-Tasman consultancy, says that with a growing mature population, advertisers and marketers should take more time to focus on people over 50. She says many advertisers are missing this lucrative market by not taking into account how mature people live and shop. "There is a lot of missed opportunity," she says emphatically. "It's financial suicide."

Younger creators of advertisements also sometimes fail to take into account the importance of colour in ads. A strange but true and little-known fact, says Walker, is that as you age, your eyes yellow. "What happens is that your eyes are letting in 50% less light in your 50s than when you were in your 20s. But you don't notice it, it's subtle. But it means that there is actually a yellowing of the light." Purple/light purple/blues/light blues/green/light green are harder for mature people to read and cooler colours in ads therefore require a high level of contrast. Brighter colours or higher contrasting colours are easier to read. "You can make ads where you just subtly improve their readability for an older person without sticking a sign on it saying: 'for 50+'." Read the complete article.

Here's an idea ad agencies will think is really stupid: Hire Baby Boomer graphic artists and art directors. They'd probably design TV and print ads as well as web sites that are not only cutting-edge, creative, and persuasive - but ones that they can actually see…

Jeff Taylor: Eons

I blogged about Jeff Taylor and Eons a few months ago.

Here's an interview with Jeff on Peter Clayton's Total Picture Radio©. Jeff doesn't say much - but he says just enough for me to be champing at the bit until July 31st. (So I guess he said more than enough....)

And AdAge has chimed in.

I'll stick my neck out and make a prediction: Eons will be a happy-time AARP.