Need readers? Then don’t ignore the Boom

In focusing most of their efforts online, newspapers might be missing a chance to connect with their most affluent audience: baby boomers.

Baby boomers – the generation most likely to still read print news – have big bucks to spend, and many feel neglected by current ads, according to an Ipsos Reid survey released today by the Canadian Newspaper Association.

“This information will help newspapers formulate their offerings to this key demographic”, said John Wright, senior vice-president for public affairs at Ipsos Reid. ”They’re the well-heeled people in this country – the boomers with the big, fat wallets.”

John Wright of Ipsos Reid says catering coverage to baby boomers can help newspapers draw advertising dollars. Photo by Aaron Lynett 

In a survey of 1,980 Canadian adults aged between 44 and 62, 80 per cent said they still had “big buying power.” And many indicated they fully intended to exercise that power with large purchases.

The survey, considered accurate within 2.1 percentage points 19 times out of 20, also shows newspapers are the medium of choice for boomers, with 65 per cent indicating that they don’t see a time when their paper will be replaced by something else.

Catering to boomers can help newspapers draw advertising dollars, Wright said, noting that 80 per cent of boomers pay attention to newspaper ads, inserts and flyers, compared with 63 per cent of young adults. 

When asked what they would like to see more of in their daily paper, most boomers (64 per cent) said local news was a priority, with provincial news a distant second at 31 per cent. Personal finance, health, international and national news, and travel/leisure were also among boomers’ preferred content.

With files from Brett Popplewell