Imagine, a site for people older than 40. It is just silly isn’t it.


Liam Walsh writes: I found this site, www.babyboomerslifechange.com.au recently.

It can’t be accused of having a URL that is easy to remember.

And of course, it’s independent, so it’s not breathtakingly well constructed nor is it image rich (expensive).  However it is out there and it has content for 50-60 year olds whom the media industry  love to ignore.

There are a bunch of very unimpressive reasons why media businesses don’t address this market but we won’t go into the litany of reasons as they are so banal, they are not worthy of your time.  It is curious that Bernard Salt can travel Australia earning fantastic fees for his inspired knowledge of this group of people, yet us media types simply look the other way.

I love a compelling statistic. The fastest growing and single largest group of people in OECD countries are over 50. They also control the majority of the wealth and spending. There are lots of stats going around so feel free to search for them yourself.

By definition, this is a most important segment as it is growing fastest, it is biggest in volume and it has the most money to spend.

This site is attracting some display advertising (as well some google ads) so it has made a start. Time will tell whether the business will fly but with virtually no competitors and little on the horizon, this feels a good move.

I am sure it is on the list of many vulture capitalists for their ‘list of things to buy’, notwithstanding the current absence of any actual cash to buy it with.

It’s not www.eons.com , but it’s not bad.

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2 responses to “Imagine, a site for people older than 40. It is just silly isn’t it.

  1. Have a look at http://www.aboutseniors.com.au

    They came to us for representation. I think they are quite well positions to take advantage of our market not spending 🙂

  2. “It is curious that Bernard Salt can travel Australia earning fantastic fees for his inspired knowledge of this group of people, yet us media types simply look the other way.”

    When I was at M&C Saatchi Readers Digest came to us scratching their heads at why a well known branded publication could reach so many people with so much to spend and still attract so little interest from advertsing and media agencies.

    The creative director trotted out the well worn excuse that the magazine format was “too small” to generate decent work. I pointed out how Large Magazine (even smaller format) was choc with cool brands and funky creative. (He scowled!)

    The truth was that the magazine fell outside of the comprehension of a bunch of 20 year old creatives and media buyers.

    Fast forward to 2008 and things haven’t changed much at all!

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