Another way to strategically reach smaller segments of Baby Boomers is through Niche Publications. Niche Publications are a great way to reach high earning, well-educated individuals who are travel enthusiasts as well as avid collectors. In fact, well known niche publications boast readerships with higher than average household incomes.
Baby Boomers are also active pop culture readers of publications like National Enquirer, Globe, and the Examiner. Because readers of these publications regularly keep up with their favorite publications, and trust them as a resource, they trust their advertising and are avid mail, phone and internet shoppers. The average Globe and Examiner reader has spent an average of $485 on these types of purchases in the last year, while the average National Enquirer reader has spent $521 a year on average. Over 63% of USA TODAY readers are 50 or older.
Baby Boomers are traditionally brand loyal and are known to share information about their favorite brands. These affluent, college-educated consumers can be targeted based on region, through the presence of the local edition markets.