Boomer Cover Stories
Boomers have been making some news lately. A recent BusinessWeek cover story looked at how companies are stepping up marketing campaigns targeting an active and affluent Boomer population.
The CBS Sunday Morning show focused on Boomers, but spent most of the segment showing how Boomers are being neglected in the marketplace. The point of the piece was that Madison Avenue is missing the boat by aiming all their messages at people in the coveted 18 to 49 age bracket. But the story missed the real news. Yes, Madison Avenue remains fixated on the younger demographic, but what's new is that a growing number of businesses are pitching products at the 50-plus market. That's why BusinessWeek did their cover story!
Newsweek also did a cover story on Boomers, this one focusing on the Boomer desire to stay young and fit, and the medical breakthroughs that will let many people live longer and feel younger. This is the so called “longevity bonus.” It is one of the big factors behind the idea that Boomers will be reinventing aging in America.
Look for more media coverage in the weeks ahead. The oldest Boomers turn 60 on January 1, 2006. That’s a news peg many media organizations will use to look at the Boomer phenomenon.
Our series Boomers! Redefining Life After 50 begins airing in January. It is a 13-part series of magazine style programs that will be carried on more than 200 PBS stations. The edit rooms are still humming. We will be covering such areas as work, housing, travel, health, personal finance, relationships, volunteering, and spirituality.
Speaking of marketing aimed at Boomers, our series is funded by Fidelity Investments and Del Webb, a division of Pulte Homes, which develops active adult communities nationwide. Check back as we get more details on air dates and times. The boomerstv dot com web site will also be built out to coincide with the launch of the series.
Link to BusinessWeek story
Link to CBS Sunday Morning report
Link to Newsweek story
Below, the Boomers! crew on location. (The guy with the camera, Bill Charette, had the brainstorm to make the Boomers! series.)
Photo by Katie Gulde
The CBS Sunday Morning show focused on Boomers, but spent most of the segment showing how Boomers are being neglected in the marketplace. The point of the piece was that Madison Avenue is missing the boat by aiming all their messages at people in the coveted 18 to 49 age bracket. But the story missed the real news. Yes, Madison Avenue remains fixated on the younger demographic, but what's new is that a growing number of businesses are pitching products at the 50-plus market. That's why BusinessWeek did their cover story!
Newsweek also did a cover story on Boomers, this one focusing on the Boomer desire to stay young and fit, and the medical breakthroughs that will let many people live longer and feel younger. This is the so called “longevity bonus.” It is one of the big factors behind the idea that Boomers will be reinventing aging in America.
Look for more media coverage in the weeks ahead. The oldest Boomers turn 60 on January 1, 2006. That’s a news peg many media organizations will use to look at the Boomer phenomenon.
Our series Boomers! Redefining Life After 50 begins airing in January. It is a 13-part series of magazine style programs that will be carried on more than 200 PBS stations. The edit rooms are still humming. We will be covering such areas as work, housing, travel, health, personal finance, relationships, volunteering, and spirituality.
Speaking of marketing aimed at Boomers, our series is funded by Fidelity Investments and Del Webb, a division of Pulte Homes, which develops active adult communities nationwide. Check back as we get more details on air dates and times. The boomerstv dot com web site will also be built out to coincide with the launch of the series.
Link to BusinessWeek story
Link to CBS Sunday Morning report
Link to Newsweek story
Below, the Boomers! crew on location. (The guy with the camera, Bill Charette, had the brainstorm to make the Boomers! series.)
Photo by Katie Gulde
posted at 10:51 PM
1 Comments:
Speaking of Boomer stories in the news, you might want to check this Take 3 "magazine" out on MSNBC.com:
http://msnbc.com/modules/take3/nov/default.htm
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