We’ve established in prior articles that the seniors market is a profitable and often untapped revenue stream for marketers. We’ve talked at length about the way seniors use online media, often preferring Facebook and YouTube to more young-adult platforms like Instagram and TikTok. But today we’re going to talk about the types of content seniors gravitate to, and where you should be positioning these.

Consider placements in storied weekly magazines

Weekly magazines like The New Yorker and The Spectator have been around more than a century and attract an overwhelmingly “senior” readership. These are cultural monuments that have stood the test of time.

Buying an ad online or in the physical magazine will be pricey, but you can rest assured that you’ll be hitting your audience. What’s more, while physical sales of magazines have been in sharp decline, weeklies like The New Yorker are still doing very well, in part because they are enjoyed by an older audience who aren’t willing to let go of the traditional print and paper format.

In fact, The New Yorker print edition alone is read by over 5 million people a month, many of whom are high net worth individuals with disposable income.

Getting a placement in such a magazine gives you immediate validation – and the audience to obot.

Consider podcasts

The podcasting market has exploded, and with serious thinkers like Sam Harris turning out high-quality work, it’s a viable platform to explore from a marketing perspective. Whether you’re looking to get yourself an interview spot on an episode or want to pay for a plug, the market is going from strength to strength and is comparatively inexpensive to advertise on as well.

Join a speaking circuit

Ted leads the way, but smaller speaking opportunities abound, and many of these are attended by business owners, entrepreneurs and senior professionals looking to spend big.

Landing a speaking gig at a conference lends you credibility, but it’s also a wonderful way to network – and promote – what you’re trying to sell.

Old-fashioned flyers have their place

Sometimes the best way to drum up visibility for your product is the old-fashioned way: printing out a flyer and putting it through the mailbox. The same old marketing principles apply in 2020 as they did twenty years ago: design something attractive, keep it simple, and dangle a carrot – a discount always helps. Given that it is 2020, do include a website URL that can be visited at a later date. The seniors market, after all, isn’t adverse to modern technology. They just don’t use the same platforms that young adults do.