The Aging of Aquarius - COLLOQUY
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This is an excellent analysis of how to market to Boomers via loyalty programs, something that libraries need to do. It recommends marketing to them according to the market segments they are already in, rather than trying to shoehorn them into the blue-haired lady segment. The Boomer reader who reads Paul Krugman and Malcolm Gladwell is not going to suddenly develop a taste for romance novels. The Boomers are the biggest market for libraries and well worth hanging onto.
For us at ReadHowYouWant, I think the message may be that we should be marketing large print with slogans like, "I don't have time for tiny print," or "Take it to 16 point!"
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