Top News From Today's "Boomiverse"
Boomers Cite TV Ads as Number One Information Source ... Advertisers Missing The Boat
PRNewswire
December 13, 2006
Overview: Press release announcing study results indicating that baby boomers use television as their informational resource and are feeling ignored by television advertisers. “Although nearly three-fifths (58%) of America's 78 million Baby Boomers -- the first generation to grow up with television -- feel that TV is their primary source for information on products and services, almost half (45%) say they feel overlooked by marketers who advertise on TV. The study, conducted by GfK Brand & Communications, a division of GfK Custom Research North America, for the cable network TV Land also suggests that marketers looking to tap into Boomers' $2.3 trillion in annual household expenditures would be wise to communicate more directly with the 78 million Americans born between 1946 and 1964.”
http://biz.yahoo.com/prnews/061213/nyw103.html?.v=79
Boomers fall into a TV generation gap
David Bauder
The Age
December 14, 2006
Overview: Bauder reflects on the American advertising market and, specifically, the Harris Interactive and TV Land study that found advertising primarily to the younger markets may be backfiring. Bauder also compares the study findings to the Australian market and reports on the similarities and differences.
http://www.theage.com.au/news/tv--radio/boomers-fall-into-a-tv-generation-gap/2006/12/13/1165685687146.html
1 in 4 Boomers to Delay Retirement
Eileen Alt Powell
Houston Chronicle (Associated Press)
December 13, 2006
Overview: Powell shares study results from the Center for Retirement Research at Boston College suggesting that 1 in 4 US baby boomers are not financially ready for retirement and may need to work longer. Powell believes: “the issue is important because working longer is an important option for people who haven't saved enough to retire. It remains unclear, however, if employers are going to want to keep aging boomers on their payrolls or hire others.”