• by March 15, 2006

AARP Publications has developed a new research tool for advertisers that will provide fresh insights into the buying habits of baby boomers, the principal target group of the company's flagship title, AARP The Magazine, which reaches 22 million households.

The new initiative, dubbed "AARP Publications Marketing Intelligence," is being touted as a proprietary research service to advertisers that will offer marketers additional access and insight into the market comprised of consumers in the 50-plus age bracket.

The service will include information on industry trends, market projections, competitive analysis, and other information to help advertisers market more effectively to their customers and prospects. The program will also include ad effectiveness and brand awareness studies, the company said.

"Today's marketers want more than simply a vehicle in which to showcase their ads. They want strategic marketing partners that will help them grow their businesses," said AARP Publications Research Director Michael Gratz. "Marketing Intelligence will be a partner and consultant to advertisers that will have a direct impact on their bottom lines."