Bugle Calls
Issue No. 1017
October 2014
Bob Bugle-B-1001Having spent the better part of 40 years in media sales and management, I'm acutely aware of the infatuation marketers and ad agencies have with the under-50 audience. Everyone seems to want to attract a younger demographic with the idea being if you can convince younger adults to purchase your products or services, they'll somehow become customers for life.

But as is often the case in life and marketing, to quote a famous line from the John Steinbeck novel "Of Mice and Men, 'The best laid plans of mice and men often go awry."
The reality is that Americans over 50 have by far the most wealth and therefore the most buying power. And unlike former generations who were content to sit in a rocking chair on their front porch and watch their remaining years drift by, today's Baby Boomer generation is extremely active and more than willing to try new products and services.

Given the overwhelming majority of readers, listeners and viewers of Catholic and other Faith-Based media are over 50, it is incumbent upon us to effectively market our audience for what it is... the most attractive demographic from a marketing standpoint in the history of the United States.

The October edition of "Bugle Calls" will focus on why marketing an older audience is a good thing-not something to hide from or ignore-and offers some ideas on how to break through the 50+ bias with many in the media and marketing communities.

Warm Regards, 

Bob Bugle     

Bugle Media Services    Ph: 410-420-1144 View our profile on LinkedIn 

Why Selling an Older Audience is a Good Thing
by Bob Bugle

Bob Bugle-B-1001Like many Americans of the Baby Boomer generation, I'm very much in denial when it comes to my age. In fact, I completely ignore the fact that I'm on the "wrong side" of 60 as much as possible until  I'm asked to list my date of birth on an application, offered an identification wrist band prior to a medical procedure or I'm reminded that many of my favorite rock n roll artists are now pushing (or past) 70, and it smacks me in the face.


Steadfastly refusing to join AARP was another effective way of avoiding reality until my wife enrolled both of us and we began receiving their periodical "AARP Bulletin." The October, 2014 issue contained several articles about 50+ celebrities including S. Epatha Merkerson of Law & Order fame along with the irrepressible George Forman (he was still boxing in his late 40s and he's earned well in excess of $200 million on the George Foreman Grill). But the one that caught my attention was teased on the front page listing as"Dissed by Madison Avenue-Why Some Advertisers Ignore and Insult You".  The actual article was titled "Selling Us Short-People 50+ have the bucks but advertisers don't seem to care" by David Wallis.    



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Marketing to older people - the very phrase can quickly conjure up clich�d images of retired couples strolling on the beach. And yet this huge and lucrative market is no niche - it encompasses consumers from all walks of life who just happen to be over a certain age. Rachel Miller investigates

"For individuals, old age is a relative concept," says Mark Beasley, managing director of RHC Advantage, the UK's only independent marketing agency to specialize in mature audiences.  

"I look forward to receiving Bugle Calls because of the insightful, succinct articles to enhance our performance and the work we do here."

Barb Arland-Fye, MPTh
The Catholic Messenger
Newspaper of the Diocese of Davenport
As always, we welcome feedback from our readers including suggestions for future topics.  We hope you find value in receiving "Bugle Calls", and encourage you to forward a copy to a friend, acquaintance or business associate so they can benefit from the information as well.

A High Tide Raises All Boats" as the saying goes. As each of us work together and share our knowledge and experience, we and our organizations benefit.


Bob Bugle

Bugle Media Services  |  Ph: 410-420-1144   


Bugle Media Services specializes in Catholic Sector Marketing & Healthcare Sector Recruitment Advertising.

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