First, Zoomer magazine; now a show for the Zoomer consumer

On the heels of the launch of Zoomer magazine for the over-45s, Zoomer Media is launching a Toronto-based consumer lifestyle show that it hopes will be the template for going national next year. According to a story in Media in Canada, the Zoomer Show is said to be expecting 10,000 attendance over two days at the Direct Energy Centre at Toronto's Exhibition Place, Nov. 1-2. Admission will be free to CARP's 185,000 members (CARP is the organization for over-50s that Zoomer founder Moses Znaimer bought and has transformed, including changing the CARP membership magazine into a fashion and lifestyle title.)

Consistent with the perceived concerns of older people, the show is title-sponsored by Aspirin 81mg. Other sponsorship includes Pfizer, Pepcid Complete, McLennan Group and the Toronto Star. Among 150 exhibitors, LG, Cineplex, Toronto Symphony Orchestra, Pepcid, Pfizer, McLennan Group, Sandals Resorts, Goodlife Fitness, Scotia McLeod, Canadian Diabetes Association, Polident, Breathe Right, Poly-Grip, Sensodyne and the Association of Interior Designers. Attenders will get advice on positive aging, financial planning, age-appropriate travel resorts, alternative living options, Zoomer-friendly innovations, professional caregiving or even a second career.

"Traditionally, marketers have lost interest in consumers after they turn 50," Leanne Wright, VP Communications, Zoomer, tells MiC. "ZoomerShow participants understand that if they want to grow their business in the next 20 years, they had better be targeting Zoomers."

"Everyone wants to live long, but nobody wants to get old - and everybody loves a show," [said] David Zersta, VP of conference and trade shows for Zoomer Media.