You have to give Huffington Post creator, Arianna Huffington, some major props. She’s at the forefront of the digital journalism revolution, and in the process of trying to breathe life into AOL, Huffington Post is creating a variety of new services that are worth noting.
The one that caught our attention is called HuffPost/50, a new section that is Baby Boomer-centric. It’s headed up by Rita Wilson (Tom Hanks’ wife), who recently turned 55 (that’s right – no longer a 25-54).
Wilson kicked off HuffPost/50 coverage with a Jane Lynch (Glee) interview about life after The Big 5-0.
Huffington Post is unabashedly going after Boomers in a style that radio should adopt. As Wilson noted, “The future for Boomers is different. Our parents were winding down at middle age; we are winding up.”
If you think that Arianna is a bit exuberant on Boomers consider this: a new Forrester study shows that 70% of 45-55 year-olds made an online purchase in the past month. And get this: Consumers in the “radio taboo” zone – 56 to 66 year-olds – spend the most online among every generation.
Now if you don’t think that’s a meaningful piece of Boomer trivia as we head into Black Friday, think again. It underscores that disconnect in radio where despite data that shows the power of consumers who are older than the supposed 25-54 “sweet spot,” radio continues to run away from this demo – at a time when ad dollars are becoming increasingly scarce.
Radio either summons up the courage to create and get behind its existing 50+ formats or risks being left in the revenue dust while other media outlets scoop up these dollars – including “new media.”
It’s time for radio to step up and do what it does best – provide programming for diverse demographics – especially those with money.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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