Although print advertising is not as big a focus in today’s discussions as on-line advertising, you should consider the fact that AARP The Magazine is the world’s largest circulation magazine of all internationally published magazines. In fact, it reaches over 23 million people age fifty and older. Just for comparison, the number two publication in audited circulation is the Reader’s Digest and it “only” reaches a bit over 10 million. So much for people not reading anymore…
Another interesting aspect of reaching older Americans is the misconception that they are not online. It seems that a significant number of Americans 62 and older are indeed logging on. About 37.6 percent or about 17 million individuals are spending an average of 44 minutes a day surfing.
In addition to browsing, mature users are serious web users. They are not just emailing their grandchildren and looking at family photographs either. Recent statistics show that 59 percent of them use search engines and that 41% are making travel plans and reservations online.
So next time you’re updating your materials or your advertising, keep this huge market segment in mind. Make sure the print is easy to read, your site is easy to navigate, your photos include older adults, etc. And now that we’re moving in autumn, who better to feature in your promotions than those who can travel whenever – not being tied down to school schedules or job requirements?
What are you doing to reach this market South Florida? Let us hear from you!
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