The most coveted audience for marketers may be the 18-to-34 age demographic, known for its hearty consumption habits and freewheeling buying power. Yet, statistics suggest that
PR professionals should refocus their courting efforts to the oft-overlooked 50+ crowd.
Senior citizens vote more than their youth counterparts - nearly 71% of 65-74-year-olds compared to 42% of the 18-24 age bracket (U.S. census figures) - and 66% of 50-to-64-
year-olds are Web-literate, according to eMarketer, a New York City database of e-business and online marketing statistics.
This ripeness extends into the media and communications realm, as suggested by the wealth of mature lifestyle publications in circulation; AARP-The Magazine, published
by the American Association of Retired Persons (AARP), reaches nearly 23 million senior citizens (see chart). AARP-The Magazine and similar titles serve as
potential vehicles for reaching a crowd that still has plenty of purchasing power. For example, 55-to-64-year-olds boast an average household income of $47,447, according to the
2000 U.S. census.
| Mature Lifestyle Publications | |||
|---|---|---|---|
| Title | Circulation | Owner/Firm | Magazine Profile |
| AARP The Magazine | 22,720,073 | American Association of Retired Persons | Official publication of the American Association of Retired Persons, an association for Americans older than age 50. The magazine offers editorial on today's headlines as well as such pertinent topics as careers, politics, financial planning, travel, food, health and fitness, retirement, technology, family matters and modern love. Includes consumer-oriented articles on beauty, fashion and relationships, games and daily diversions as well as advice on coping with lifestyle changes associated with growing older. Available in three editions appealing to people 50 to 59 years old, 60 to 69 years old and 70 years and older. |
| AARP Bulletin | 21,677,720 | American Association of Retired Persons | Published to keep senior Americans updated on the legislation, social, political and economic issues affecting their daily lives. Covers the news from Washington, D.C., that is directly and indirectly related to citizens 50 years and older, while providing updates on AARP events, Social Security and other information. |
| Segunda Juventud | 675,000 | American Association of Retired Persons | Bilingual publication written for the Hispanic members of the AARP. Reports on information about AARP programs and benefits. Provides resources to help preserve health, to manage finances and to enjoy leisure time. Also includes profiles of those enjoying retirement. |
| NARFE | 349,754 | National Association of Retired Federal Employees | Contains stories on national legislation affecting retired and current federal employees, questions and answers on federal retirement and health benefits, association news, member profiles and chapter photographs. In addition, it carries financial-planning information and lifestyle feature stories of interest to a mature audience. |
| Southern California Senior Life | 311,266 | LifeStage Media Group Inc. | Established in 1982, Southern California Senior Life currently is one of the country's largest-circulation publications dedicated to the burgeoning aged 50+ market. Published in eight regional editions within Southern California and distributed throughout Los Angeles, Santa Barbara, Orange County, the Inland Empire and San Diego. Editorial spotlights news of interest in the areas of health, employment, entertainment, dining, travel, finance, political issues, technology, gardening, fashion and relationships. |
| Senior News | 310,000 | Senior News | Provides information for seniors, 60 and older, throughout Texas, highlighting health care, personal finance, grandparenting, travel and community events. Published in 14 editions for residents of Houston, Dallas, Fort Worth, San Antonio, Austin, Corpus Christi, Waco, Lubbock, East Texas, New Braunfels, Midland/Odessa, Abilene, Hill County and Bell County. |
| Source: Bacon's Information Inc. | |||