The fact that the oldest of the Baby Boomers will turn 60 in 2006 is not lost on the media industry. But the media industry may be lost on what to do about it. The July 25th edition of the Wall Street Journal profiles several start-up magazines and websites geared to the over-60 crowd. Launching in August 2006, Eons.com wants to be the MySpace for Boomers’ social networking. Grand, a magazine for grandparents is almost two years old, but has yet to turn a profit. In September, a new cable channel called “Retirement Living TV” will hit the airwaves, featuring informational programming about all aspects of retirement.

There is no argument that the Baby Boomer generation provides an untapped opportunity for marketers, and therefore advertising. This is a generation that has grown up spending and isn’t likely to slow down, especially given that they have purchasing power of over $2 trillion. The biggest question is how to reach them.

Certainly, some media will be successfully focusing solely on the over-60 demographic, just as we have seen with hundreds of other niche magazines that appeal to specific lifestyles. There will always be consumers that want to read articles about other people just like them. AARP: The Magazine is one of the world’s largest circulation magazines, reaches 22.5 million people. Admittedly, it comes free with membership. But, why have other paid publications had less success penetrating the older demographic?
Because old age is a club that no one wants to join. That is even more evident with the Baby Boomers, who will avoid media specifically geared to their age group, because they have are doing whatever they can to stay forever young.

As Baby Boomers age, they will relate best to the media they have grown up with. But those media will have to shift their focus to remain relevant to this audience’s changing interests and tastes. For example, a recent issue of Newsweek added a section at the end called “The Boomer Files,” containing several rock and roll pieces featuring Carly Simon, Bruce Springsteen and Eric Clapton. Additionally, Men’s Health has created Best Life with tips on reducing stress, buying a second home and how to look ten years younger. This seems to be the smarter strategy to reach an audience that has no interest in becoming labeled old.

In the coming decade, expect to see more media adapting content to meet the expectations of their aging consumers. Overcoming their obsession with catering to the 18-24 demographic, they will awaken the potential of an older audience as their advertisers search for new ways to tap that lucrative market.