If you listen to the radio, the 50 plus market is hot in the real-estate sector. It seems that in every ad break we hear about retirement living or empty nester living. Insurance companies chase this group as do car makers, tourism businesses, vitamin makers and fashion outlets.
The 50 plus age group is important in newsagencies, particularly in the magazine, newspaper and greeting card categories, yet I feel we are missing the opportunity. In the magazine space, for example, we display by and that makes sense. I wonder if we could ‘help’ this age group find new titles by creating a separate area with a selection of titles for them. This approach could lead them into purchasing titles they have not shopped before. At the very least I’d expect it to increasing browsing beyond the weekly magazine pick up.
While supermarket, petrol and convenience outlets offer magazines to leech of other purpose traffic, newsagents could, with a 50 plus strategy, rebuild a top of mind position as a magazine destination. It’s an age group we have to get closer to.
Space would be a key challenge in creating a 50m plus area followed by selecting the right titles and creating an appealing and appropriate story.