Professional Documents
Culture Documents
Stuart P. Rosenthal
President, North American Mature Publishers Association
Chair, Maryland Commission on Aging
Publisher, The Beacon Newspapers
Presented
Presented at The Greater at The GreaterChase
Bethesda-Chevy Bethesda-Chevy
Chamber ofChase Chamber of Commerce
Commerce
Business with
Business with Boomers+ Meeting Boomers+ Meeting Stuart P. Rosenthal
Stuart@thebeaconnewspapers.com
Tuesday,
Tuesday, September September 14, 2010
14, 2010 www.TheBeaconNewspapers.com
www.bccchamber.org
www.bccchamber.org
Age Wave? Silver Tsunami?
BusinessWeek Online,
01/05
Percent
In less than 18 30
32%
months, 108 million 25
Nutrition: 8% CAGR**
(organic foods, vitamins, minerals, herbs & supplements)
Active Sports & Recreation: 12% CAGR**
(action, adventure & endurance sports & equipment)
Fitness: 13% CAGR**
(health & fitness clubs, sports, event management)
Wellness: 16% CAGR**
(CAM, behavioral health, rehabilitation)
Weight Management: 28% CAGR**
(weight loss programs, products & services)
Relaxation & Leisure: 10% CAGR**
(leisure activities & products, alternative fitness & wellness)
Sustainable Living: 11% CAGR**
(ecologically sustainable consumer products)
Healthy Aging: 12% CAGR**
(behavorial health, physical therapy, rehabilitation, hormone therapies)
**Compound Annual Growth Rate 1994-2004
Pain Management
Sleep Challenges
Skin Care
Weight Management
Chronic Disease Management
Diabetes
Ages 75+
11% that cannot be corrected by
34% Ages 45-64
24%
glasses or contacts
Ages 65-74
31% Ages 75+ 20%
Ages 18-44 5%
The caregiving
population will be
70 million in 20 years
Boomers and up
account for 54%
of self-employed
workers
– Challenger, Gray
& Christmas
Artist Todd Healy, Gallery Lafayette
Kohler Products:
• Purist® bathroom sink faucet – easy for
older adults to maneuver – and they're
beautiful--an essential requirement for
aging baby boomers
• KOHLER Comfort Height™ toilets
• Nintendo - Wii
2010
1986
Blogs Newspapers
Cable Cable Online Games
1966 Magazines Email Personal Computer
Newspapers Facebook Podcasts
Magazines Personal Computer Google Radio
Newspapers Radio IM Social Media
Radio Television Internet Television
Television Videotape Recorder Internet Radio Text Messaging
Video Games iPod/iPhone Apps Tivo
Magazines Twitter
Mobile
Source: Deproducts or services utsche Bank Securities Source: Scarborough Research survey data
By the Project for Excellence in Journalism and Rick Edmonds of the Poynter Institute
TABLE 1 TABLE 2
MOST HELPFUL ADS ADS PEOPLE IGNORE
“There are many different types of ads and many venues for “Which one of the following types of ads do you tend to
them. Which one of the following do you find most helpful in ignore or disregard the most?”
helping you decide what products or services to purchase?” Base: All U.S. adults
Age Age
Total Total
18-34 35-44 45-54 55+ 18-34 35-44 45-54 55+
% % % % % % % % % %
Television ads 37 50 38 35 23 Internet banner ads 46 43 50 48 45
Newspapers ads 17 6 13 14 31 Internet search engine
17 20 14 17 15
ads
Internet search engine
14 10 15 16 16 Television ads 13 7 10 15 20
ads
Radio ads 3 3 4 3 2 Radio ads 9 11 10 9 7
Internet banner ads 1 4 1 1 * Newspapers ads 6 7 7 5 5
None of these 28 27 29 31 27 None of these 9 13 9 6 8
Stuart P. Rosenthal
President, North American Mature Publishers Association
Chair, Maryland Commission on Aging
Publisher, The Beacon Newspapers
stuart@theBeaconNewspapers.com
www.theBeaconNewspapers.com; 301-980-9557