Advertising Industry
Industry: Email Alert RSS FeedThe baby boomer is back-just ask Martha; Domestic diva eyes title in signal over-50 demo is drawing more interest.(News)
Advertising Age, August, 2007 by Ives, Nat
Byline: NAT IVES
nives@adage.com
Martha stewart's media-business instincts have mostly proved spot on, regardless of mistakes she's made along the way. That makes an idea percolating at Martha Stewart Living Omnimedia-a magazine targeting baby-boomer women-all the more striking, since that isn't where publishers usually see great advertising potential.
In fact, targeting older readers used to mean a fast track to a shut-down. Remember New Choices from the Reader's Digest Association? What about Longevity, Lifewise, Renaissance and Second Wind? Lear's? Mirabella?
Now, however, Meredith's More magazine has found newsstand and ad success where others have foundered. Marketers no less important than Unilever are aiming squarely at older...
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