develop a high-quality email database There is still a view among many that the most effective media for targeting baby boomers is traditional media, including newspapers. Well, the fact is, this is not entirely so. Newspaper readership is falling in all age groups. It has been falling for 20 years, and, by all indications, will […]

develop a high-quality email database There is still a view among many that the most effective media for targeting baby boomers is traditional media, including newspapers. Well, the fact is, this is not entirely so. Newspaper readership is falling in all age groups. It has been falling for 20 years, and, by all indications, will continue to fall, at about the same rate across all age groups. Consider Australians 65 plus reading newspapers – 19% Australians 45 – 64 reading newspapers – 33% Australians 30 – 44 reading newspapers – 25% Australians 14 – 29 reading newspapers – 23% Just as digital media is increasingly effective for people under 55, so it is for people over 55, and the favoured channel for people 65+ appears to be – email, with 76% regularly using email. Research suggests that email is by far the most effective channel for communicating with baby boomers.…