You don't have to double your advertising budget and develop a completely separate marketing program to reach Boomers. All you have to do is make your current programs relevant to consumers across all age groups and generations.
While many marketers have not yet grasped the value of this booming demographic, the smart ones will realize that 50+ is the gift that keeps on giving.
Who will own caregiving the way Johnson & Johnson's BabyCenter owns the motherhood lifestage? The potential cast of characters is broad: publishers, aging-in-place tech companies, pharma, health plans, health care providers, housing developers, contractors, care/case managers, authors, the government.
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.