1. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com 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. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com Age Group1960-19701970-19801980-19901990-20002000-2010*2010-2020*2020-2030* 0 to 4-15.0-4.111.54.311.57.06.1 5 to 1414.3-14.71.116.8-1.59.96.3 15 to 2448.018.7-13.47.19.1-1.910.4 25 to 3410.649.015.5-7.94.58.4-0.4 35 to 44-4.612.245.719.9-8.94.19.1 45 to 5413.1-2.611.050.817.9-8.74.9 55 to 6419.916.6-3.215.648.418.0-7.7 65 to 7413.625.615.31.715.849.319.2 75 and over35.732.929.727.513.820.546.3 Source: Gerontological Society of America U.S. Population Growth (percent) by Age

3. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com Age Wave? Silver Tsunami?

4. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com 1 Sales and Marketing Magazine 2 US Census Bureau projections 0 5 10 15 20 25 30 35 40 45 50 Market Growth Over the Next 15 Years 1 50-64 Year Olds P e r c e n t 65+ Year Olds 18-40 Year Olds >50% 32 % 3% 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) Boomers & Seniors are the Fastest Growing Markets

5. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com PEW Communities Survey

6. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com Rising Net Worth of Seniors Median Net Worth by Age of Householder, 1984 and 2009

7. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com The Media Landscape 1966 Magazines Newspapers Radio Television 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 2010

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

9. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com Total Age 18-3435-4445-5455+ %%% Television ads3750383523 Newspapers ads176131431 Internet search engine ads 14101516 Radio ads33432 Internet banner ads1411* None of these2827293127 Total Age 18-3435-4445-5455+ %%% Internet banner ads4643504845 Internet search engine ads 1720141715 Television ads137101520 Radio ads9111097 Newspapers ads67755 None of these913968 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. AdweekMedia/The Harris Poll

10. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com LinkedIn Research Network/Harris Poll Advertiser Report 2009 Internet Ads are Frustrating

11. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com Marketing Budgets Which marketing budget line items will your company increase or decrease in 2012?

12. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com Percentages of Americans using digital technologies CategoryAll ConsumersBoomers 50-64Seniors 65+ Go online79%78%42% Use search engine daily59%52%37% Use video sharing site71%54%31% Look online for health Information59%58%29% Use social networking site61%47%26% Have a cellphone85%85%58% Have a smartphone35%24%11% Make Internet calls24%19%18% Have an E-reader12%13% 6% Have a tablet 8% 8% 2% Have a mobile health "app 9% 6% 5% Source: Laurie Orlov, using data from Pew Research Centers Internet & American Life Project, reported in U.S. News & World Report Whos Using Digital Technology?

13. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com What makes ads effective? What keeps them readable? Effective Print Advertising

14. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com Portraying Older Adults?

15. Stuart P. Rosenthal Stuart@thebeaconnewspapers.com www.TheBeaconNewspapers.com Graphic Designer Pointers

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