AARP News

"Game Planning For Success" - Mediapost | Engage:Boomers

As more companies strive to connect with Boomers, they will follow brands leading the way for insight on best practices.

"RLTV targets aging boomers" - LA Times | Business

Cable channel RLTV caters to the 50-plus set with programming starring aging boomers.

"Among magazines, haves are doing well" - Media Life | Magazines

According to MagazineRadar luxury apparel brands increased ad pages by 11 percent in third quarter, the most recent data available, and luxury magazines saw gains of 6 percent that quarter.

"Marketers Wake Up To The Power Of Post 50 Pocketbooks" - Huffington Post | Post 50

Savvy brands are finally acknowledging the size and economic influence of boomer women.

"How to Market to Baby Boomers Online" - Mashable | Business

There’s a myth that above a certain age, people are watching TV rather than going online, but the facts tell a different story.

"The Gift That Keeps On Giving" - Mediapost | Engage:Boomers

Black Friday saw record numbers in terms of retail spending, and Cyber Monday went down in history as the biggest online shopping day ever. It seems as though there’s holiday cheer to spare this year

"Color of Money" - The Washington Post

Michelle Singletary writes a nationally syndicated personal finance column, “The Color of Money,” which appears in The Post on Thursday and Sunday

"AARP Launches Network to Target Over 50 Crowd" - ClickZ

With 38 million members, AARP is one of the largest membership organizations in the world, but it’s also a major publisher with a huge audience. Now, the nonprofit group is opening its enhanced audience targeting capabilities to all advertisers.

"Digital Media: Tipping Point for 50+ Marketers?" - Mediapost | Engage:Boomers

It wasn’t long ago that we struggled to get marketers to even acknowledge the value of the 50+ consumer. The economic downturn greatly advanced our cause, as brand marketers began to realize that their bottom lines depended largely on consumers they’d previously ignored.

"For Advertisers, Older People Are the New Youth" - AdWeek

Now that advertisers have realized that older consumers are worth targeting—it helps that they’re one of the few groups that still has money to spend—the AARP is launching a new online network to chase those dollars.

"The New Grandparent: Younger, Richer, More Giving" - MediapostNews | Marketing Daily

Today`s grandparents aren`t the thrifty geezers most marketers think they are, according to the latest research from Metropolitan Life. The majority are working-age Baby Boomers between 45 and 64, and they`re spending lavishly on everything from new trikes to college tuition. Right now, that age group commands 46% of the nation`s total household income, the report finds.

"Boomers Prove Their Clout At The Box Office" - Mediapost | Engage:Boomers

A month ago, Pamela McClintock wrote an article for The Hollywood Reporter on the failure of "Larry Crowne," a movie starring Tom Hanks and Julia Roberts, mocking the age of its audience, 71% of whom were over the age of 50. Not only did McClintock demonstrate the classic blunder of underestimating the Boomer+ market, in a roundabout way, she highlighted the power of the very audience she mocked.

"AARP seeks out most affordable places to retire" - USA Today.com

Not many Baby Boomers have taken the time to think about where they want to retire, according to a study by Hartford Financial Services Group. Many are willing to just stay put as they grow older. And while some want to be close to family members, others are forced to stay where they are because their current home values have declined so much, reducing their equity.

"Upbeat Boomers say they`re not old yet" - USA Today.com

The generation that once powered a youth movement isn`t ready to symbolize the aging of America, even as its first members are becoming eligible for Medicare. A new poll finds three-quarters of all baby boomers still consider themselves middle-aged or younger, and that includes most of the boomers

"Press Conference - July 15, 2011" - White House

I`ve said that means testing on Medicare, meaning people like myself, if -- I`m going to be turning 50 in a week. So I`m starting to think a little bit more about Medicare eligibility. (Laughter.) Yes, I`m going to get my AARP card soon -- and the discounts

"Grey Might Be The New Blonde" - Canadian Marketing Association

Last month, the daytime Emmy Award for outstanding lifestyle programming went to the Martha Stewart Show. A surprising nomination within this category was the TV show "My Generation" which runs weekly on PBS and is a show income and contrary to the old stereotype that older people are created by AARP aimed at viewers 50 and older.

"Stat of the Day: How Millennials Affect Boomer Spending" - AdAgeStat

We talk a lot about the impact of millennials living at home with their parents and what that means for the upcoming generation. Stats vary, but somewhere between one in 10 and three in 10 seems to be a good guess for how big of a population we`re looking at, although we`ve seen stats of up to 85% of graduating college seniors planning to move back home.

"A Demographic Gray (or Graying) Lures TV Industry" - The New York Times

Last Sunday, the TV show "My Generation" which runs weekly on PBS, lost the daytime Emmy for outstanding lifestyle programming. Its competition was fierce: "The Nate Berkus Show" from Oprah`s home design guy; the Style Network "How Do I Look?" and "The Martha Stewart Show" which took home the trophy. But for "My Generation" a show created by AARP, and aimed at viewers 50 and older.

"More Bang for Your Boomer Buck" - Mediapost | Engage:Boomers

We often talk about Boomers in generalities. It allows us to promote 75 million consumers under one umbrella as the largest, wealthiest generation in our nation`s history. The truth, as we know, is that there is great diversity underneath that umbrella. Acknowledging that diversity, and the implications it has on marketing, is essential to tapping into Boomers` unrivaled purchasing power.

"A market that won`t grow old gracefully" - The London Times

Does Grandma seem a bit wired? Maybe she has developed an energy-shot habit. Popular energy-shot drinks packing a powerful punch of caffeine, stimulants, herbs and vitamins have long been marketed as a tonic for nightclubbers, shift workers or simply those who cannot face the morning without something stronger than an espresso. The youth market, by and large.

"Aging, Yes, but Still Consuming" - The New York Times

For AARP, 50 is the new 65. And as the company begins a new advertising campaign this week, it wants media buyers and advertisers to keep that in mind. AARP`s new marketing effort will promote the baby boom generation, as it ages, as a viable consumer target for advertisers. The campaign, which includes print and digital ads, will run in trade publications like Advertising Age.

"Saturday Night Live Jumps on the Boomer Bandwagon" - Mediapost | Engage:Boomers

In the 1970s and early `80s, teenagers were stumbling upon a new show called "Saturday Night Live." The edgy comedy of the Not-Ready-for-Primetime Players spoke to everybody, and they were drawn in by the show`s hosts, a group of hot young up-and-comers like Eddie Murphy, Billy Crystal, and Madonna.

"In Shift, Ads Try to Entice Over-55 Set" - The New York Times

After 40 years of catering to younger consumers, advertisers and media executives are coming to a different realization: older people aren`t so bad, after all. Marketers like Kellogg`s, Skechers and 5-Hour Energy drink are broadening their focus to those 55 and up, who were largely ignored in most of their media plans until recently.

"Bottlers of Buzz Wake Up to Find Seniors as Newest Customers" - The Wall Street Journal

On a Sunday morning at the Costco in Raleigh, N.C., Ron Moerbe filled his shopping cart with all the things a self-described aging, hearing-challenged diabetic might need: some amplifying earphones, organic cucumbers and a case of 5-Hour Energy shots.