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BizReport : Trends & Ideas archives : October 02, 2006

Are Boomers Next Cash Cow?’s founder has launched a new web portal, geared strictly to baby boomers, and investors are taking notice. The largest constituency on the web, so far elders have been an untapped market, and it appears, one that is ripe for advertisers.

by Kristina Knight

Called, members must be 50 to register. Monster founder Jeff Taylor says the large base of online baby boomers is an untapped goldmine. Making up more than 195 million surfers, boomers are looking for information on finance, health and investing according to Jupiter Research, and at the same time finding that social networking sites like MySpace and FaceBook aren’t the right fit.

Venture capitalists are jumping to grab hold of the new boomer-centric websites, investing in portals like, and So far finding the right mix of online content is the biggest challenge. Developers are still creating templates and content models that will keep boomers interested with these sites.

For online advertisers, the growth of this online segment is a good sign. Next to the 18-34 age groups, baby boomers have the most expendable cash, and unlike the 18-34 market, boomers actually do more online shopping. Whether looking for good travel deals or good stock tips, advertising on over-50 sites is a good investment for advertisers.

Tags: online advertising, search marketing

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