Know-How Exchange : Advertising/PR

Why don't you interview a dozen people in your target audience and ask them about their reading/viewing habits, where they learn about housing options and other products, and how they typically make decisions?

"Seniors/boomers" is a pretty broad target, and there is no single answer to the question you ask. There are several different answers, each specific to a sub-segment of the target audience.

There are seniors who have a whole community of family and friends around them, and there are those who are mostly alone/isolated. Those two groups, for example, might respond very different to your message. Treating them as a homogeneous group would risk being irrelevant to most of them.

And that's just one of many possible examples. There are those who own their own homes, with no mortgage, and those who are renting. There are some who are physically and mentally active/working, and those who are retired or starting to lose agility and/or mental function.

Etc. Etc. Etc.

So: First define your target audience more precisely. And then do your own market research among your primary target audience.

The question you've asked presumes there is a one-size-fits-all way to reach a very broad and diverse audience. Even if you limit it to a single continent or country, you still have way too many sub-segments for us to help you with a concise answer.

A person 55 today does not consider themselves a senior nor do they need special type to read. Most at that age (mine) throw every AARP invite in the trash. They hit the gym several times a week and are on the hiking trail -- I run into more my age out there then the younger ones! 55 to 65 is still vibrant and young. My father was a fireball till about 80. Most of my friends expect to work till 70.

I did a biz plan for a similar industry where we were trageting baby boomers and housing a few months ago. They are the spenders, have the disposible income to buy what they want, not what is cheap-- even though they may be making less money. Special needs is a growing niche as they age they want to remain in their home. They are uneffected by the credit crunch.

This was a good resource for me, they do an ezine and run seminars. https://www.seniorshousing.us.