Marketers, advertising agencies and in-company ad departments are rejoicing because of the seventy-some million baby boomers who are starting to retire. This demographically cohesive market has command of much of this nation’s disposable income.

However, having been bombarded with slick ads and catchy jingles for their entire lifetime, boomers are indifferent to those ads and marketers need to take a new direction in reaching the baby boomer marketplace. To really appeal to this market of over 78 million people, advertising execs need to go beyond traditional marketing and consider the Boomers’ real needs.

This article discusses the methods and means for attracting the baby boomer market. Another valuable resource is the book shown as a graphic on this page. Marketers will do well to read both.

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