Commentary

If Mainstream Media Embrace Boomers, Will PBS Take The Lead?

by Stephen Reily , Columnist, October 4, 2010

The New York Times recently ran a story about a new PBS effort called "Next Avenue," which will package lifestage-directed programming combined with a website offering additional content on themes important to Boomers.

The founders (a coalition of non-profits funding this effort through Twin Cities Public Broadcasting in Minnesota) are calling it "Sesame Street for adults."

Since "Next Avenue" won't roll out until next month, we can't review the content, but the announcement itself is meaningful and worth discussing.

The importance of the Boomer media consumer has been known for a long time, but only recently are we seeing mainstream media companies do something other than take this demographic for granted.

Only in the last few years did newspaper executives seem to appreciate that the largest, fastest-growing demographic in the U.S. -- Baby Boomers -- will likely remain loyal to their medium for the foreseeable future. That's good news -- if you're a newspaper executive over 50.

NBCU's iVillage division, on behalf of P&G, recently launched a lifestyle website www.lifegoesstrong.com targeting themes relevant to Boomers.

And anyone who watches the evening news knows that advertisers (and Big Pharma in particular) have recognized it as the best mainstream venue for reaching Boomers.

If other mainstream media are already recognizing value in their Boomer audience, what's different about PBS' effort?

First, it's PBS. It's hard to imagine a media distribution platform better naturally suited to a Boomer campaign than this one. The Boomer television viewer (especially the vibrant, educated Boomer woman) already embraces PBS -- which is a lot more than you can say for the AARP.

Secondly, PBS is generally saying the right things, which means not just that it is willing to tolerate its Boomer base, but that it embraces it.

For those of us who have managed Boomer media and Boomer campaigns ourselves, now it's time for the fun stuff. How do we think "Next Avenue" will do?

'Next Avenue': What's in a Name?

For all the efforts to capture Boomers, there have been few that got their names or brands right, and there are several examples of failed efforts to engage all Boomers (a giant and diverse generation) with a single website or programming platform focused on their general interests. Who remembers BoomJ.com or TBD.com?

While the name "Next Avenue" is a hundred times better than other efforts, and a hundred times better than a name that includes the word "Boomer" in it, I think it's close without being quite right -- mainly because it might suggest a later lifestage than the one in which the average Boomer, still smack in the middle of her 50s and the middle of her own life, finds herself. While her needs and interests may be changing, she is not (yet) moving on.

I'm sure that PBS was trying to avoid any name that sounded like AARP, but I'm not sure "Next Avenue" quite passes the test.

What do others think?

What would it take to get 'Next Avenue' right?

My doubts about the name also make me wonder if "Next Avenue" will do the right thing, which means embracing Boomers and embracing only Boomers. The flaw of many marketing campaigns that say they target Boomers is that they target Boomers and Seniors. This is also a mistake made by non-profits focused on the aging population, and PBS is being funded by several such non-profits for "Next Avenue."

Yet, the underlying error remains surprising to me, given that Boomers make up the largest generation alive in the U.S. It is also strange because you don't see the same mistake made with other demographics. When Disney, for example, targets tween girls, it never seems tempted to capture 20-something women while it's at it. Or when ESPN goes after the MLB fan, I don't see it trying to grab mindshare from the extreme sports fanatic at the same time.

Yet, time after time, media companies and brands that target Boomers can't help themselves from trying to reach their parents as well. This is a terrible mistake (who perceives themselves to be in the "50-to-death" audience?). "Next Avenue" will succeed if it does what it says it will do, and targets the themes related to the active, vibrant lifestage currently enjoyed by Americans aged 46-64.

baby boomers

7 comments about "If Mainstream Media Embrace Boomers, Will PBS Take The Lead? ".

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Michael Petruncola from Los Angeles Magazine, October 4, 2010 at 11:59 a.m.
"NEW Avenue" would be better. It eliminates the potentially negative implication of "next." It's catchier too.
Reply

Libby Dubick, October 4, 2010 at 3:30 p.m.

I can's stop laughing. How nice to know I'm in the "50 to death" demographic.

Paula Lynn from Who Else Unlimited, October 4, 2010 at 4:25 p.m.

Next Avenue sounds tinny and tiny. Say it out loud. Rather anal attentive phrase. And if they only focus on the "couple" and "grandchildren" phase, they will alienate much of that demographic. One does not need a partner to be productive or spend/buy/invest.

Jim Pagliairni, October 5, 2010 at 7:11 a.m.

I am one of the founders of Next Avenue. Appreciate all of the comments. Naming was a challenge -- worked with a great brand firm in Minneapolis, Yamamoto, Moss and Mackenzie.

For better or worse here was the thinking behind it:

Next Avenue immediately evokes neighborhood and momentum: the street just around the corner. It invites the audience to consider what is next, what lies just ahead, what will be revealed when we turn down this street. It becomes a launching pad for “all things new” yet presents the experiences in ways that are approachable and familiar – the neighborhood and neighbors we know and recognize. In addition to being both memorable and unique, the image of
Next Avenue is also a nod to the wonderfully familiar Sesame Street.

Barbara Crowley from Snabbo, Inc., October 5, 2010 at 4:24 p.m.

I am the founder of Snabbo.com, a social network for Baby Boomers and since our launch in September 2009, boy.... have I learned a lot about this demomgraphic. Anyone reading Mediapost already realizes that the word "Senior" is strongly aversive to Boomers. This group is not intending to age in the same manner as their parents and grandparents. I have spoken to Senior Centers around the USA that are actually beginning to change their names in order to attract Boomers to attend classes at their facilities. I spoke to the director of a senior center in Iowa who said not only did they eliminate "Senior" from their name, but the board went so far as to remodel the place to look like a ski lodge! Although Next Avenue is going to present a ridiculous amount of competition for my site, I applaud their efforts to start providing reliable information and relevant content for this unique cohort. Boomers have experienced many "firsts" during their lifetimes (women who have been in the workforce long enough to retire, gay rights movement, sexual revolution to name a few) and, hence, their retirement years might look very different. It is a perfect time for media programming geared to Boomers and I wish Next Avenue much success!

Paula Lynn from Who Else Unlimited, October 5, 2010 at 5:53 p.m.

Sorry Jim, you and your team is thinking internally. The boomer generation does want to think of themselves as a post Sesame Street either. The name is tinny. Trailer parky - sorry, but not your primary contributors and audience. It does not slide "trippingly off the tongue". Change it now while you have the chance before you fail. Nexstreet is for old prostitutes and johns? 5th Street is Fifstreet. It needs a serious flavor. Yes, flavor. Even Salt and Pepper sounds better. Something savory, tasteful, appealing, desirable. Think in terms of your audience. They travel. They dine out in upscale restaurants. They can afford to retire with savings to cover their possible ill health later ($4500 per month for assisted living and $9000 per month for a nursing home). These are fulfillment people. The next is now. No next anything. You can find me at hollywood5459@gmail.com if you need more help.

David Coakley from Luken Communications Inc, October 7, 2010 at 8:43 a.m.

"Cruisers"

The TV network I work for, Retro TV, has more than it's fair share of Boomers as fans and I've had the pleasure of communicating with many of them.

They're more likely to cruise the seas on a ship or the highways on a Harley than any other group. They're "cruisers".