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Media players go after free-spending boomers

Advertising Age (registration required), 9/3/07

Abstract:

Seventy-five percent of U.S. wealth is in the hands of people aged 50-plus, boomers are the highest earners, there's a grandchild born every 20 seconds. Jerry Shereshewsky sits in a cramped Manhattan office and rattles off the statistics that drove this week's launch of Grandparents.com.

The site, a sort of how-to, what-to-do guide for people who find themselves grandparents joins Eons.com, the social network for the 50-plus set from Monster.com founder Jeffrey Taylor, and BoomerGirl.com, a tiny Kansas-based start-up, as the latest example of a media company chasing baby boomers. The trend isn't limited to web-based start-ups: Martha Stewart Living Omnimedia is exploring the launch of its own boomer-targeted title and Viacom's TV Land has for the past couple upfront selling seasons made its boomer audience the center of its upfront pitch. And then, of course, there's standbys Parade, Reader's Digest and AARP magazine.

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