Advertising: AARP Aims to Deliver Message to Marketers
[12 January 2004 - New York Times] WITH ads that show older consumers who have been body-bagged or toe-tagged while still living, breathing and trying to shop, AARP today began its latest attempt to convince marketers not to write off consumers over 50 years old. 'These days, doctors don't pronounce you dead,' one ad says. 'Marketers do.' The campaign is the latest effort to attract new advertisers to the pages of AARP Magazine, which is mailed to 22 million households, and other AARP publications. While it is not the first bid to sweeten Madison Avenue on people it considers seniors - Reader's Digest magazine and CBS have long pointed out that their many older readers and viewers have higher incomes and spend more than younger consumers - it may be the most confrontational. ...