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As Boomer Market Grows, AARP Mag Q1 Ad Sales Outperform Market

Despite the weak magazine advertising market, AARP The Magazine announced promising first quarter figures, as marketers reach out to the growing baby boomer market.

The AARP publication closed the first quarter of 2006 with a 20.6 percent increase in ad pages and a 29.3 percent surge in ad revenue, while overall, magazines boosted increased ad page 0.8 percent and revenue 4.7 percent in revenue in the first quarter, according to PIB.

“After years of targeting the 18-49 demographic, marketers are recognizing the vast buying power of the boomer generation,” said Jim Fishman, Group Publisher, AARP Publications. “The 50+ set has over $2 trillion in discretionary income. Moreover, research shows that value rather than brand loyalty is the most important decision-making factor. They are demanding individuals, willing to shift to new brands if they don’t get what they want.”

“With the first boomers turning 60 this year, marketers are clamoring to reach the 50-69 consumer as well as the younger boomers,” Fishman said. Currently, there are 81 million Americans over the age of 50.