Top News From Today's "Boomiverse"

Boomers keep fitness industry feelin' groovy
Dorene Internicola
Reuters Life!
February 2, 2009
Overview: “It is the dusking of the Age of Aquarius. And as the generation that wouldn't trust anyone over 30 enters their 60's, the fitness industry is singing ‘You've Got a Friend’ to all 77.5 million of them.”

http://tinyurl.com/awpv6s

OMG! Mom's on Facebook! And so are a lot of boomers
Mackenzie Carpenter
Pittsburgh Post-Gazette
February 1, 2009

Overview: “To friend or not to friend: That's just one of the many vexing challenges confronting baby boomer Facebook users -- the fastest growing demographic on a site that has exploded in popularity in 2008, growing 127 percent to 222 million visitors and ranked as the top social networking site worldwide.”

http://tinyurl.com/dh6anv

Which Social Networking Communities For Baby Boomers Are The Most Popular
Baby Boomer Knowledge Center
February 1, 2009

Overview: “There is no shortage of social networking communities (and niche membership sites) for baby boomers to join, connect, and fully participate. Our recent article about the number of men and women aged 45-65 joining Facebook makes it clear boomers are engaging in and enjoying virtual socialization.”

http://tinyurl.com/at392f

2008 was a blast. There was the little implosion of our financial system and auto industry. We got to watch our hard won and well matched 401K dollars swirl neatly down the drain as our tax dollars ballooned into majestic golden parachutes for some of the most scrupulous leaders around. And to cap off the year, we had the distinct pleasure of seeing slow motion replays of our President dodging one ticked off Iraqi’s leathery shoe, twice (freedom is messy).

For the rest of today’s blog, continue at the Boomer Blog

Top News From Today's "Boomiverse"

Thanks for ruining the economy, Mom
Sally Cochrane
The Globe and Mail
February 2, 2009

Overview: “We boomers were going to save the world. Now we're being accused of creating this consumer culture.”

http://tinyurl.com/buabt9

Baby Boomers to government: We want jobs
Paul Briand
Examiner.com
February 2, 2009

Overview: “Creating jobs should government's No. 1 priority, according to participants in an AARP survey. Right behind jobs is health care reform.”

http://tinyurl.com/cpyr7s

Lady Boomer fashion nostalgia: Mini skirts made hemlines (and eyebrows) raise to new heights
Dena Kouremetis
Examiner.com
February 2, 2009

Overview: “Few female fashion trends throughout the past fifty years have emboldened women or pleased men more than the wearing-‘o-the-mini skirt.'"

http://tinyurl.com/begqdk

Top News From Today's "Boomiverse"

Marketing and Advertising to Boomers Revisited - Pepsi, Dylan and Forever Young
Brent Green
Boomers
February 3, 2009

Overview: “In August 2005, I posted commentary on this blog entitled Boomer Marketing Basics. In this brief overview, I addressed some typical questions that journalists ask me about marketing to a generational cohort. Over three years have passed, and so this is a good time for me to readdress some of my key points with more contemporary illustrations.”

http://boomers.typepad.com/

Single baby boomers need to plan for retirement
Rosemary McCracken
Canada.com
February 4, 2009

Overview: “A wave of single baby boomers is approaching the retirement years, and with only one income to draw on, these people will have to weigh carefully when and how to step away from their jobs.”

http://tinyurl.com/cq8b38

Memo to elected officials and anyone concerned with how we live in America PM (post-meltdown):

If you're planning to hang in there until things get back to normal, consider this: demographic trends suggest a new normal is fast approaching. The market for everything from housing to consumer spending is shrinking as boomers pass their peak earning years.

For the rest of today’s blog, continue at the Boomer Blog

Top News From Today's "Boomiverse"

English Speaking Hispanics Represent Two-Thirds of Hispanic Boomers, and Exhibit Key Intrinsic Differences from Not Only the General Market but amongst Themselves
Business Wire
Reuters.com
February 5, 2009

Overview: “A new report from Focalyst, ‘More Than Just Language: A Look at Diversity Among Hispanic Boomers,’ focuses on the 7 million Hispanic Boomers in the United States and examines whether marketers are missing important segments by using language as the defining characteristic.”

http://tinyurl.com/bpqgkz

Baby Boomers Text, Skype, and Twitter, Should Your Reverse Mortgage Company?
Reverse Mortgage Daily
February 3, 2009

Overview: “Boomers aren’t using technology just for games, Forrester Research found that Americans 55 to 64 are more active in online finance and shopping than those under 55. If you’re putting off upgrading your company website, think about this for a second.”

http://tinyurl.com/bkno24

Gen Y and Boomers Getting Along!
Lina Ko
Canadian Marketing Blog
February 4, 2009

Overview: “With the recent economic downturn, the dynamics between old-school managers and young talent is changing.”

http://tinyurl.com/dl2f5s

Top News From Today's "Boomiverse"

What Boomers really want in housing
John Handley
Chicago Tribune
February 6, 2009

Overview: “Younger and older Baby Boomers are set to shake up the housing industry. So what do they want?”

http://tinyurl.com/d6j8gm

Baby Boomers Keep Their Jobs During the Recession
PRNewswire.com
February 5, 2009

Overview: “In the first year of the recession, older Americans gained jobs at an impressive rate while younger ones lost them.”

http://tinyurl.com/clmd6a

New Insights for Companies and Their Agencies: Targeting Boomers and Beyond

The International Mature Marketing Network and the Market Research Global Alliance are hosting a one-day workshop in the DC-area titled New Insights for Companies and Their Agencies: Targeting Boomers and Beyond. The event, featuring many of the field's top experts including Dr. Carol Orsborn, will be held May 15, 2009 in Washington, D.C., at the Marriott Residence Inn Arlington – Pentagon City. Receive practical advice, case studies and actionable research in an exclusive setting designed to maximize networking opportunities with key decision makers.

For a copy of the program, or for information regarding sponsorship opportunities, please contact Dr. Leslie Harris, workshop organizer, at mmrharris@aol.com, or contact him through www.maturemarketing.com.

Top News From Today's "Boomiverse"

Older workers turn to franchises in recession
Associated Press
Belleville News Democrat
February 9, 2009

Overview: “Thousands of older Americans with an entrepreneurial bent have started new careers in recent years by buying small franchises in everything from beauty shops to home maintenance to tax preparation. The option is likely to draw more interest as baby boomers age and, in a bleak economy, get laid off.”

http://www.bnd.com/business/story/648662.html

Technology keeps boomers skiing longer
McClatchy Newspapers
MaineToday.com
February 8, 2009

Overview: “The ski industry around the country is responding to a new demographic that's hitting the slopes in increasing numbers – senior skiers.”

http://pressherald.mainetoday.com/story.php?id=237067&ac=PHnws

Aging boomers test community planners
Kevin Duffy
The Atlanta Journal-Constitution
February 8, 2009

Overview: “Atlanta is a magnet for the young and upwardly mobile, but it’s also graying like never before.”

http://www.ajc.com/services/content/printedition/2009/02/08/older0208.html

I love quirky news that surprises with the added ping of being true. Des Moines, IA media reported on a lady who overcame her initial self-consciousness at drinking beer by herself at an airport pub after she saw another woman of similar age doing the same thing.

For the rest of today’s blog, continue at the Boomer Blog

Top News From Today's "Boomiverse"

What’s Your New Plan B?
David Segal
New York Times
February 7, 2009

Overview: "It took many forms, the old Plan B, but it’s getting harder to conjure up any of them in detail. The idea of it is fading from our memory, obscured under the pile of bad news about layoffs and bank failures, beneath the letters with your 401(k) returns, which you learned to stop opening.”

http://tinyurl.com/aq9g2l

Aging boomers picky travellers
Shannon Proudfoot, Canwest News Service
The Province
February 10, 2009

Overview: “Aging baby boomers are on the cusp of reshaping the tourism industry, from fuelling a demand for educational travel to turning up their noses at the early-bird buffets popular with their parents.”

http://tinyurl.com/d55tp7

Under Armour targets baby boomers
Gene Yasuda
Golfweek.com
February 10, 2009

Overview: “This isn’t your teenager’s Under Armour apparel anymore. The testosterone-fueled marketing that has made the performance-wear company a favorite among young athletes is taking aim at a new audience: the country-club set.”

http://tinyurl.com/d7crvq

Calling All BABY BOOMERS!!
MSN and Reveille – producers of “The Office,” “Ugly Betty,” and “The Biggest Loser” – are casting a new online series that will feature inspiring stories about people that have finally made the leap from dreaming about a change to making their passion a reality!

Have you ditched your inactive, corporate nine to five job to follow your real physical passion such as becoming a surf instructor, rock climber or marathoner? Have you decided that a unique lifestyle change such as running a Llama farm, opening a floral shop or a small catering company has inspired you more than crunching numbers behind a desk? Are you pursuing the active lifestyle that you finally realized you are so passionate about? Did you decide to shake the dust off your life and are now starting your “second act” by actively embracing the sort of new experiences you would never have considered, even when you were younger? Have you made your dreams of getting the most out of your life a reality?

If you are a healthy and active “Baby Boomer” (45-65) individual/couple who has recently made a conscious decision to take positive steps towards reinventing your life, please send a short summary of your experience along with a recent photo to:
vivacasting@gmail.com

Top News From Today's "Boomiverse"

New vernacular for the retiring boomer
Carol Perry
Nevada Appeal
February 8, 2009

Overview: “Since the boomers have been redefining just about everything since their birth, there was no reason not to think that the same would not happen in retirement. Being less likely to retire at 65 to the golf course, fishing boat or Lazy Boy as their parents did, this generation of retirees has different plans. That was all before last year’s market and real estate meltdown. Now just about everything has changed. Misfortune often creates opportunity so for the boomers whose plans have been completely derailed by the current economy, a new lifestyle lingo is emerging.”

http://tinyurl.com/ag2ojd

Boomer Bookends
Chuck Nyren
Advertising to Baby Boomers
February 10, 2009

Overview: “The MetLife Mature Market Institute has a follow-up study out today. The Press Release (PDF): SECOND LOOK AT THE FIRST WAVE OF BABY BOOMERS AND A NEW LOOK AT THE YOUNGEST BOOMERS. The MetLife study entitled Boomer Bookends: Insights Into the Oldest and Youngest Boomers, shows that in the group born in 1946, some 2.7 million Americans, about one in five have delayed collecting Social Security, and few have fully retired (19%).”

http://advertisingtobabyboomers.blogspot.com/

Unemployment hits Baby Boomers hard
Paul Briand
Examiner.com
February 11, 2009

Overview: “It's bad enough that Baby Boomers are falling into the ranks of the unemployed at an alarming rate. But what's worse, according to an AARP survey, is that they are likely to stay unemployed longer or just drop out of the workforce altogether.”

http://tinyurl.com/bo6hga

It seems despite all the newly baked books and freshly sprung boomer-focused marketing tips, people continue to raise one question: how do we really reach the boomers, particularly boomer women, who make many of their household’s purchasing decisions? Words like “touch points” and “psychographics” are casually thrown about in brainstorms, but often with little headway. For many, the breadth of this demographic is just too daunting.

For the rest of today’s blog, continue at the Boomer Blog

Top News From Today's "Boomiverse"

Seismic Shift in Internet Age Mass
Jack Loechner
Mediapost.com
February 11, 2009

Overview: “According to surveys through 2008 by the Pew Internet and American Life Project, larger percentages of older generations are online now than in the past, and they are doing more activities online. Generation X (not Y) is the most likely group to bank, shop, and look for health information online. Boomers are just as likely as Generation Y to make travel reservations online. And even Silent Generation internet users are competitive when it comes to email.”

http://tinyurl.com/agmxhj

Boomers unlikely to blaze trails in retirement: study
Shannon Proudfoot, Canwest News Service
Calgary Herald
February 12, 2009

Overview: “Baby boomers may have blazed new trails in their teenage years and young adulthood, but they're on track to live out a conventional retirement that looks a lot like that of their parents.”

http://tinyurl.com/b7hr9d

Where are Baby Boomers hanging out?
Paul Briand
Examiner.com
February 12, 2009

Overview: “Now that they're on the web, where are Baby Boomers spending their time?”

http://tinyurl.com/dcnm3b

Top News From Today's "Boomiverse"

The Stump Theory
Gail Collins
New York Times
February 12, 2009

Overview: “On Tuesday, a 10-year-old Sussex spaniel named Stump won Best in Show at the Westminster Kennel Club, becoming the oldest dog to win the title in the show’s 133-year history. Yet another sign of the emerging trend of 2009: Old is in.”

http://tinyurl.com/dfv9pf

Baby Boomers Slower to Adopt Twitter
Boomersummit.wordpress.com
February 13, 2009

Overview: “It’s a way of communicating that boomers are just discovering. Just 5% of 45 to 54 year olds said they use Twitter; 4% of 55-64 year olds and 2% of those 65 and older.”

http://tinyurl.com/dcs5ms

HDTV Tops Baby Boomers’ Technology Wish List
Boomersummit.wordpress.com
February 10, 2009

Overview: “New research from the Consumer Electronics Association shows what those in their 50s and 60s have on their technology wish list. A couple differences among the top five demonstrate that buying behavior of younger and older boomers are not the same.”

http://tinyurl.com/ded7o5

Top News From Today's "Boomiverse"

"Baby Boomer" grandparents refuse to act their age with grandchild leisure time
Travel Daily News International
February 16, 2009

Overview: “The new research explored how today’s grandparents like to spend leisure time with their grandchildren and revealed that grandparents perceive themselves to be a lot younger in their lifestyles than people of their age in previous generations. Furthermore, their age is no longer seen as a constraining factor to travel.”

http://tinyurl.com/dzkqal

Baby boomers expected to flock to Mexico
Ana Ley
Brownsville Herald
February 15, 2009

Overview: “With 76 million baby boomers approaching retirement in a country with an ailing economy and rising health care costs, many are choosing to move south of the border to live more comfortable lives for less money.”

http://tinyurl.com/av6kre

Baby Boomer gym membership booming
Paul Briand
Examiner.com
February 14, 2009

Overview: “You've probably noticed that your health club is more crowded with the New Year's resoluters. But what you may not know is that the uptick in gym membership for the past few years has been driven by Baby Boomers.”

http://tinyurl.com/c4wldq

Source: MarketingSherpa

SUMMARY: More than 70 million American grandparents spend about $50 billion a year on their grandchildren. That’s quite a healthy market!

Find out how to get the attention of these well-to-do grandparents. Three marketers answer questions and share tips, tactics and results on creative, email marketing, and more.
Baby Boomers make an impact at every stage of their lives, says Jerry Shereshewsky, CEO, Grandparents.com. As they approach 60, more boomers than ever are also grandparents.

For the rest of today’s blog, continue at the Boomer Blog

Top News From Today's "Boomiverse"

Generations compete in the job market
Paul Briand
Examiner.com
February 17, 2009

Overview: “Some Baby Boomers with secure jobs are staying put, fearing they can't afford to retire. Baby Boomers who lost their jobs and can't afford not to work are looking for jobs. And Baby Boomers who had retired are being forced back into the workforce because their retirement investments tanked.”

http://tinyurl.com/dcrs4o

Downturn leads to longer work life for boomers
Jane Glenn Haas
The News & Observer
February 17, 2009

Overview: “It wasn't supposed to end this way. For baby boomers trickling toward retirement, these were going to be the golden years. The good life earned after toiling in some version of the 20th century vineyards.”

http://www.newsobserver.com/2179/story/1408568.html

Entitlements: It’s not about what Boomers believe or deserve
Carol Orsborn
Vibrantnation.com
February 17, 2009

Overview: “As we hear more and more about ‘entitlements’ as a euphemism for Social Security, it is critical that we unpack the loaded definition of the word we've routinely taken to using, restoring fairness and respect back into the critical dialogue.”

http://tinyurl.com/ck3vbv

Top News From Today's "Boomiverse"

Derailed Boomers Nearing Retirement Make Seismic Changes to Their Plans
Business Wire
February 18, 2009

Overview: “More than half of affluent 60-year-olds are revamping their retirement plans, double the number who reported making changes a year ago, according to the fourth annual national survey by Bell Investment Advisors of Boomers reaching this milestone age. Of those who have changed their retirement plans in the last six months, two out of three are delaying their retirement, with 34% of these planning to work an additional five or more years. Almost 75% have reduced spending, and nearly half have changed their investments.”

http://tinyurl.com/avvlsj

Watch Out Social Networking: The Baby Boomers are Coming
What’s Next Baby Boomer Summit
February 18, 2009

Overview: “The 78 million baby boomer generation promises to fuel the growth of social networking. Marketers take note and you better start figuring out how this generation will use social media.”

http://tinyurl.com/cqhc45

How The Baby Boomers Will Transform The Rental And Healthcare Markets
Jesshill E. Love III & Todd J. Wenzel
February 18, 2009

Overview: “The impacts of the Baby Boomer generation and their progeny, the Echo Boom, can be seen across virtually every sector of American society. As these proportionately large demographic sectors pass through the population timeline, they have a tremendous impact upon markets such as healthcare, financial planning and the job search.”

http://tinyurl.com/cudxnu

Top News From Today's "Boomiverse"

A Colorado Home Is Ready for Its Owners’ Old Age
Joyce Wadler
New York Times
February 18, 2009

Overview: “Aging in place, a related but more recent movement, which holds that homes should be built so owners can continue to live in them despite age-related problems, has been driven by the aging boomer population.”

http://tinyurl.com/d6t8h3

General Mills Thrives on Increased Marketing Spending
Emily Bryson York
AdAge.com
February 17, 2009

Overview: “General Mills, one of the package-food industry's top performers, laid out a number of recent marketing successes at the Consumer Analysts Group of New York conference this morning, and offered a preview of the rest of its fiscal year."

http://adage.com/article?article_id=134670

Top News From Today's "Boomiverse"

The Boomer Tsunami and the Generation Wars
Matt Thornhill
Boomer Consumer: The Blog
February 19, 2009

Overview: “As a Boomer, I'm well aware that the age wave will do to the American social safety net what the Sumatra tsunami did to the coast of Thailand. But Boomers didn't set up the system, and we didn't resist tooth and nail efforts to reform it. Furthermore, we've been paying into the system our entire working lives -- we're not getting the same free ride that the early generations of beneficiaries did. Are Boomer expectations so unreasonable?”

http://boomerconsumerbook.blogspot.com/

How to Reach Baby Boomers with Social Media
Sarah Perez
Read Wire Web
February 20, 2009

Overview: “A new report from Forrester Research revealed some surprising information: apparently Baby Boomers aren't exactly the technology Luddites that people think they are.”

http://tinyurl.com/b38jkf

Baby Boomers face inadequate retirement
Paul Birand
Examiner.com
February 20, 2009

Overview: “Many future Baby Boomer retirees are likely to have inadequate retirement income. That's a possibility foreseen by the Boston College Center for Retirement Research for Boomers and others if they rely only on Social Security and a supplementary 401(k) plan when it comes time for them to retire.”

http://tinyurl.com/cgejwf

Top News From Today's "Boomiverse"

Boomers: The Middle Frontier
Chip Walker
Mediapost.com
February 23, 2009

Overview: “A new boomer marketing era is here, and it's disrupting our conception of what it means to talk to the "me" generation. That's because today's boomers aren't defined by generation.”

http://tinyurl.com/c67bz6

Baby Boomers, Luddites? Not So Fast
Jenna Wortham
NYTimes.com
February 20, 2009

Overview: “Of the demographics Forrester tracks, the gracefully aging segment is the largest — a hefty 100 million consumers in the United States. That’s billions each year spent on travel, cars, gadgets and more. But the trick for advertisers hoping to attract older consumers, Mr. Owyang said, is to engage them in a way that isn’t too complicated or requires an excessive amount of effort.”

http://tinyurl.com/ak7a67

Want to Successfully Target Boomers? Aim for the Head
Lenore Skenazy
AdAge.com
February 23, 2009

Overview: “The Generation That's Living Longer Has Shifting Priorities Marketers Should Track.”

http://tinyurl.com/c2s3zt

Baby Boomers into their 'Third Chapter'
Paul Briand
Examiner.com
February 23, 2009

Overview: “Many Baby Boomers are looking forward to what's next. They've been parents and their children have flown the nest. They've had careers and perhaps they're looking for something different from what they've been doing. They've been defined by identities that they're ready to reshape.”

http://tinyurl.com/cdtrzp

Many of us have been here: it’s 10 pm, there is a big presentation due the next day, and a small team of loyal soldiers are huddled around someone’s computer struggling with a few reviled “bullets” on a PowerPoint deck. Keep it succinct we say. Get to the point we sigh. We just need the right bullets. We need to bullet it out. What kinds of bullets should we use? The bullets keep shifting. One begins to feel bullied by these tedious bullets. This isn’t the stuff dreams are made of.

Top News From Today's "Boomiverse"

Academy Awards and Heroes; Mickey Rourke, Boomers and Fighters
Brent Green
Boomers.typepad.com
February 23, 2009

Overview: “Alas, the 81st Annual Academy Awards did not deliver a coveted Oscar for Best Actor to a pugnacious Boomer fighter, Mickey Rourke. Nevertheless, he won a more important contest.”

http://boomers.typepad.com/

Snake Oil In Cyberspace
Chuck Nyren
Advertising to Baby Boomers
February 23, 2009

Overview: “The Most Effective Marketing/Advertising Model For Reaching Baby Boomers: What is now called traditional advertising pushing you to an age-friendly, informative product/services web site.”

http://advertisingtobabyboomers.blogspot.com/

Baby Boomers desire flexibility at work
Paul Briand
Examiner.com
February 24, 2009

Overview: “Baby Boomers are looking for -- but not getting -- flexibility from their jobs as they start to transition to retirement.”

http://www.examiner.com/x-654-Baby-Boomer-Examiner~y2009m2d24-Baby-Boomers-desire-flexibility-at-work

Top News From Today's "Boomiverse"

Boomers - get working or go bust
Dave Schechter, CNN Senior National Editor
Anderson Cooper 360 Blog
February 18, 2009

Overview: “For the boomers, the future comes down to: how will we live, how are we going to afford it and who will care for us? For the generations that follow – Gen X and the Millenials – the question is: will the boomers spend our future and leave us nothing?”

http://ac360.blogs.cnn.com/2009/02/18/boomers-get-working-or-go-bust/

The optimistic Me Generation
Martha Randolph Carr
Statesmanjournal.com
February 25, 2009

Overview: “A better term for the generation that brought flower power and a run-up on Wall Street, which may sound contradictory at first, would be The Optimistic Me Generation. A new kind of OMG.”

http://www.statesmanjournal.com/article/20090225/OPINION/902250308/1049/OPINION

Top News From Today's Boomiverse"

Baby Boomers have lots of boob tube time
Paul Briand
Examiner.com
February 26, 2009

Overview: “When it comes to watching television, it isn't the teenager or 20-something who's logging the most couch potato time, it's the Baby Boomers and older. That nugget is included among a slew of data from a new assessment by the Nielsen Co. of viewership -- not just of television but of Internet and mobile devices as well.”

http://tinyurl.com/ap2c83

Cutting Mature Workers Widens the Wisdom Deficit
Alaina Love
BusinessWeek.com
February 24, 2009

Overview: “Companies that cut seasoned employees without considering the wisdom and knowledge lost are making an expensive, if not disastrous, mistake, says Alaina Love.”

http://tinyurl.com/c6jnxw

Generations learning how to communicate, get along at work
Marcia Heroux Pounds
Sun-Sentinel.com
February 26, 2009

Overview: “Something strange is brewing with the workplace generational mix in this recession. There is a group or team mentality developing across generations that's more characteristic of older generations. But aren't we in the me generation?”

http://tinyurl.com/anvtla

Top News From Today's "Boomiverse"

Research and Markets: Users Online: Attitude Is Everything
Business Wire
February 26, 2009

Overview: “Research and Markets (http://www.researchandmarkets.com/research/0e94a1/boomers_online_at)
has announced the addition of eMarketer's new report ‘Boomers Online: Attitude Is Everything’ to their offering.”

http://tinyurl.com/c29ddb

VibrantNation.com tech survey: Boomer women are early adopters of new consumer electronic
Stephen Reily
VibrantNation.com
February 27, 2009

Overview: “They may not know how to use all of the features on their cell phone (who does?), but a recent Vibrant Nation survey reveals that the new woman 50+ is an early adopter of first-generation consumer electronics, particularly those that support her interest in music, travel and her desire to connect with family and friends.”

http://tinyurl.com/d55s9w

Anti-Aging Becomes Top Facial Skincare Seller in 2008
Consumeraffairs.com
February 26, 2009

Overview: “‘Anti-aging won't fall to the recession," said Kat Fay, senior beauty and personal care product analyst at Mintel. "Looking young is extremely important to many women, especially Baby Boomers, and it's not an issue they're willing to compromise on because of tightened budgets. Many women see anti-aging skincare as a reasonably priced investment in their appearance and well-being.’"

http://tinyurl.com/brdhow