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Marketing to Older Adults: Why and How?

Marketing to Older Adults: Why and How?. Stuart P. Rosenthal Publisher, The Beacon Newspapers Chair, Maryland Commission on Aging Past President, North American Mature Publishers Association. U.S. Population Growth (percent) by Age. Source: Gerontological Society of America.

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Marketing to Older Adults: Why and How?

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  1. Marketing to Older Adults: Why and How? Stuart P. Rosenthal Publisher, The Beacon Newspapers Chair, Maryland Commission on Aging Past President, North American Mature Publishers Association

  2. U.S. Population Growth (percent) by Age Source: Gerontological Society of America

  3. Age Wave? Silver Tsunami?

  4. Boomers & Seniors are the Fastest Growing Markets Market Growth Over the Next 15 Years 1 • Every 7.5 seconds someone is turning 50 • In less than 18 months, 108 million people will be over the age of 45 (~40% of population) 50 >50% 45 40 35 30 32% P e r c e n t 25 20 15 10 5 3% 0 50-64Year Olds 65+ Year Olds 18-40 Year Olds 1Sales and Marketing Magazine 2US Census Bureau projections

  5. PEW Communities Survey

  6. Rising Net Worth of Seniors Median Net Worth by Age of Householder, 1984 and 2009

  7. The Media Landscape 2010 1986 Cable Magazines Newspapers Personal Computer Radio Television Videotape Recorder Video Games Blogs Cable Email Facebook Google IM Internet Internet Radio iPod/iPhone Apps Magazines Mobile Newspapers Online Games Personal Computer Podcasts Radio Social Media Television Text Messaging Tivo Twitter 1966 Magazines Newspapers Radio Television

  8. Newspaper Readership Source: Scarborough Research survey data Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com

  9. AdweekMedia/The Harris Poll TABLE 1 MOST HELPFUL ADS “There are many different types of ads and many venues for them. Which one of the following do you find most helpful in helping you decide what products or services to purchase?” TABLE 2 ADS PEOPLE IGNORE “Which one of the following types of ads do you tend to ignore or disregard the most?” Base: All U.S. adults Poll conducted June 4-8, 2009. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com

  10. Internet Ads are Frustrating LinkedIn Research Network/Harris Poll Advertiser Report 2009

  11. Marketing Budgets Which marketing budget line items will your company increase or decrease in 2012?

  12. Who’s Using Digital Technology? Percentages of Americans using digital technologies Category All Consumers Boomers 50-64 Seniors 65+ Go online 79% 78% 42% Use search engine daily 59% 52% 37% Use video sharing site 71% 54% 31% Look online for health Information 59% 58% 29% Use social networking site 61% 47% 26% Have a cellphone 85% 85% 58% Have a smartphone 35% 24% 11% Make Internet calls 24% 19% 18% Have an E-reader 12% 13% 6% Have a tablet 8% 8% 2% Have a mobile health "app” 9% 6% 5% Source: Laurie Orlov, using data from Pew Research Center’s Internet & American Life Project, reported in U.S. News & World Report

  13. What makes ads effective? What keeps them readable? Effective Print Advertising

  14. Portraying Older Adults?

  15. Graphic Designer Pointers

  16. Thank you • Stuart P. Rosenthal • Publisher, The Beacon Newspapers • Chair, Maryland Commission on Aging • stuart@theBeaconNewspapers.com • www.theBeaconNewspapers.com; 301-980-9557 Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com

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