Newspapers combine print and online to reach boomers…

Baby Boomers, those born between 1946 and 1964, have an estimated spending power of more than $2 trillion and represent 26 percent of the adult population. Many of these people are loyal newspaper consumers, reading the daily and Sunday editions at greater rates than their younger counterparts. Nearly half of adults ages 40 to 49 read a daily newspaper, while 58 percent read the Sunday newspaper. Among the older baby boomers the rates are even higher; 57 percent for daily and 64 percent for Sunday.

Baby boomers are 22 percent more likely than the general adult population to have a post graduate degree and 25 percent more likely to have a household income exceeding $75,000. Newspaper statistics have consistently shown higher readership among those with higher household incomes with adult Sunday readership at 63%.

Publishers, editors and marketers across the country pay great attention to the wants and needs of baby boomers and advertisers often turn to a combination of print and online marketing to better serve these readers. Sixty-five percent of adults ages 50 to 64 use the Internet.

This past September the Washington Post published a 50 Plus special section highlighting important historical, cultural and legislative milestones. The section included personal stories and a Q & A section on the cares and concerns of today’s baby boomers. In tandem with this special edition, the Washington Post created a link on its website featuring articles, photos and illustrations from the section. Together, the print and online components carried advertising from many different types of business’s ranging from financial services to home builders.

Resources:
NAA 2008 Planbook
NAA: Rolling With the Boomers, November 2007

This monthly newsletter is a service provided by Customized Newspaper Advertising. For more information on the newspaper advertising industry, please contact Leslie Earp, CNA Marketing & Research Manager at cna@cnaads.com.

To unsubscribe, please send an e-mail to cna@cnaads.com and your name will be removed from our subscription list.

ARCHIVES: VIEW PAST ISSUES OF IREACH