Stuart P. Rosenthal 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

Stuart P. Rosenthal Age Group * * * 0 to to to to to to to to and over Source: Gerontological Society of America U.S. Population Growth (percent) by Age

Stuart P. Rosenthal Age Wave? Silver Tsunami?

Stuart P. Rosenthal 1 Sales and Marketing Magazine 2 US Census Bureau projections Market Growth Over the Next 15 Years Year Olds P e r c e n t 65+ Year Olds 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

Stuart P. Rosenthal PEW Communities Survey

Stuart P. Rosenthal Rising Net Worth of Seniors Median Net Worth by Age of Householder, 1984 and 2009

Stuart P. Rosenthal The Media Landscape 1966 Magazines Newspapers Radio Television 1986 Cable Magazines Newspapers Personal Computer Radio Television Videotape Recorder Video Games Blogs Cable 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

Source: Scarborough Research survey data Newspaper Readership Stuart P. Rosenthal

Stuart P. Rosenthal Total Age %%% Television ads Newspapers ads Internet search engine ads Radio ads33432 Internet banner ads1411* None of these Total Age %%% Internet banner ads Internet search engine ads Television ads Radio ads Newspapers ads67755 None of these 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, AdweekMedia/The Harris Poll

Stuart P. Rosenthal LinkedIn Research Network/Harris Poll Advertiser Report 2009 Internet Ads are Frustrating

Stuart P. Rosenthal Marketing Budgets Which marketing budget line items will your company increase or decrease in 2012?

Stuart P. Rosenthal 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?

Stuart P. Rosenthal What makes ads effective? What keeps them readable? Effective Print Advertising

Stuart P. Rosenthal Portraying Older Adults?

Stuart P. Rosenthal Graphic Designer Pointers

Stuart P. Rosenthal Stuart P. Rosenthal Publisher, The Beacon Newspapers Chair, Maryland Commission on Aging Thank you Stuart P. Rosenthal