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Baby Boomers Grow Out of Conventional ’18 to 49′ Target Market

Today, Stuart Elliott’s column in the New York Times turns conventional marketing wisdom “18 to 49 year olds are THE market” on its ear. Suddenly, it seems that marketers have remembered the boomers, a group our industry has never forgotten.

Yellow Pages publishers know that life events drive Yellow Pages usage and boomers continue to experience life events – retirement, grandchildren, new homes, second homes, healthcare issues and more.

As the founder of Grandparents.com put it so well- “A young lady at a West Coast automotive marketer told me, ‘We never target the 50-year-old market because they don’t have many purchase cycles left to them,’ ” Mr. Sheveshewsky said, laughing. “I said to her, ‘Excuse me, I’m not dead yet.’ “Still, as boomers fill the ranks of older consumers, it may become unnecessary to refute the conventional wisdom. If they continue behaving as they did when they were the Pepsi Generation, beliefs about the upper age brackets may be rendered moot.

At our conference next week in San Diego, we’ll feature several speakers who will challenge the “common wisdom” about Yellow Pages, advertising and marketing in general. In addition, Burke Research and Dr. Dennis Fromholzer will be presenting their marketing data are break-out sessions on Tuesday afternoon.

It’s not too late to join us and get the information you need to keep pace in a fast and furious year.

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