Want to reach active, computer-savvy consumers?
Get over your fixation with youth. Some of the most popular lists on the market these days are of seniors, and that includes e-mail files.
On the one hand, many mailers coming out of a bad year are looking to further tap markets they might not have taken full advantage of before, says Jim Long, vice president of sales at Millard Group Inc. And list owners are happy to accommodate them, even if it means drilling deeper into their files.
For example, Peterborough, NH-based Millard recently debuted the Family Circle magazine ResponsePlus seniors subscribers file. This 1.1 million-name list is updated every month, and features selections like age, income, presence/age of children and whether the person is a grandparent. Selects are also available by occupation, ethnicity and computer ownership.
Long hopes this new file will help attract large insurance marketers and other mailers who may not have considered Family Circle, with its broad subscriber demographic of women over 40.
Millard is also offering senior selects from the Martha Stewart Living magazine file. It includes 295,443 subscribers who have reached the age of 55, and 257,597 who are now over 65.
The file is now popular with mailers, but
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