AARP Media Solutions this week changed its name to AARP Media Advertising Network. Marketing Daily interviewed two executives from the organization, Danielle McMurray, vice president of marketing; and Shelagh Daly Miller, vice president, group publisher, about the reasoning behind the name change. (Of course, AARP is an interest group focusing on issues affecting those over the age of 50.) Below are excerpts of that conversation.
Marketing Daily: Why the name change?
Danielle McMurray: We’re changing our name to better showcase and articulate the power of the vast array of media we sell, anchored by AARP The Magazine and AARP Bulletin -- the first and second most-read magazines in the country -- and AARP.org. Our media properties also include special publications, digital programs and a dozen newsletters catered to our readers’ interests.
Marketing Daily: What does "network" mean to people that Media Solutions doesn't?
McMurray: Our new name better reflects the whole of what we uniquely provide: a one-stop advertising solution that shows brands how to build the best multichannel strategy to reach the 50+ market target audience.
Marketing Daily: Any other changes?
McMurray: We have unveiled a fresh new logo and new visual identity. AARP Media Advertising Network offers the right brand to reach the right audience at the right time, and the new name communicates that very effectively. Everything about this new approach is designed to represent how our expansive advertising network provides a multitude of ways to connect with motivated, financially empowered 50+ consumers.
Marketing Daily: What is the biggest challenge to AARP and reaching its audience?
Shelagh Daly Miller: The biggest challenge is introducing new advertisers to the 50+ demographic. Once new advertisers decide to invest in this audience -- which accounts for 53% of all consumer expenditures -- they see great results leveraging our network.
For marketers, nothing beats the power of AARP The Magazine and AARP Bulletin to build brand awareness and favorability among 50+ consumers. Our trusted content is in demand throughout our network, which delivers an average of 151 million monthly impressions. It’s the reason 70% of AARP members engage with at least three of our channels.