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Reaching the Mature Market Through Print Media – Without Breaking the Bank

If you're targeting mature market consumers, print media can be a very effective tool. You don't need to go for the most obvious, most expensive publications, however. Get some ideas on fast, affordable ways to reach your target market.

Despite seemingly immemorial chatter about television and the internet dooming us to a world without reading, the printed word still thrives in many manifestations. As long as people continue to read, marketing and advertising will continue trying to reach them through print media. Mature market consumers are particularly likely to get their information and entertainment from a printed source, so if you're courting that mature market you should put effort into your print media campaign.

However, unless you're a large, regional or national company, advertising in big, glossy magazines or widely-distributed broadsheets is probably beyond your means. Even if you could scrape together the money to advertise with the New York Times, it would be senseless to do – so unless you have a budget big enough to absorb the cost, you should find another way to make sure marketing hits its target.

Luckily, there are many good ways of reaching a mature market – or any target market at all, for that matter – through print media:

Local and regional newspapers have high rates of readership among mature market consumers, and offer a wide variety of advertising placements and rates. Pay special attention to any local "senior" newspapers or newsletters, especially if your target market skews to the over 65.
Consider special-interest publications. These work as well for mature market consumers and younger markets alike. Depending on your product and the interests with which it commonly overlaps, consider publications devoted to golf, hunting, fishing, tennis, or crafts.
Mature market consumers are relatively likely to read fraternal, religious and service publications. Retired people often belong to some sort of national member organization – get rates on advertising from some of those that have a publication.
In America
, mature market consumers do more travelling for pleasure than any other age group – any many 50+ consumers also travel on business. Therefore, consider in-flight magazines as well as food and travel publications.
Older mature market consumers tend to be frugal, so they're likely to check out the savings inserts that show up in your daily and weekend newspapers. Especially if you have a "bargain" offer, you could investigate marketing through these inserts.
Mature market consumers usually keep cultural organizations going. The local theater, ballet company, opera house and all produce programs for each performance; those programs will usually sell ads at reasonable rates.

Whatever media you choose to use for your print marketing campaign, work out a solid plan before you strike. You want to make the most of your marketing and advertising budget – and repetition in one or two publications will likely be more effective than scattering a few, infrequent ads over a wide range of publications.

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