More magazine launch said a good example of focussing on boomers

More magazine in Canada, the franchise title for women over 40, published by Transcontinental Media in partnership with Meredith Corporation, was given as a standout example of the power of marketing to baby boomers in an article in the Saturday Financial Post section of the National Post.

Lina Ko, a partner in National Public Relations and its aptly named Baby Boomer Marketing Division says: "I think everybody is starting to jump on the bandwagon right now and in the next few years you will see even more [marketing] spending."

In March, Transcontinental Media launched the Canadian edition of More magazine to an unprecedented response from advertisers and a subscriber run of 80,000 -- close to double the amount anticipated. More's American version has been one of the most successful magazine launches in the last decade, tripling since its 1998 launch

She pointed to other examples: The Bay focussing this fall on boomers; the launching of a Lavalife Prime dating service for older people.

The most common mistake marketers (and presumably publishers) make said Ms Ko is lumping all boomers together. A more nuanced approach would yield better results.

"There is a 20-year age gap from 40 to 60, and that's a huge gap. The lifestyle of those in the leading edge is very different from that of the trailing edge," she said. "The only thing common to all boomers compared with previous generations is that we all think we are 10 years younger than we are. We all think younger and stay more active than our parents or our parents' parents did at our age."