Advertising to Seniors
We publish 13 daily newsletters for readers over 50, and we buy paid media to grow them. These are the guides and the raw engagement data we wish had existed when we started.
Most of what is written about marketing to older adults is written by people who have never sold anything to them. The rest is written by agencies, for other agencies.
These pages are the opposite: operator notes from a publisher who sends to this audience every morning and pays to acquire it. The engagement data is first-party and unedited, including the numbers that make us look worse than our own rate card would suggest.
A practical guide to reaching Americans over 50: which channels work, what they cost, why most senior-targeted creative fails, and how to judge a media partner's numbers.
First-party data study What 440,000 Subscribers Over 50 Actually ClickFirst-party engagement data from 13 daily newsletters reaching 440,697 U.S. subscribers aged 50+. Open rates, click rates, and what the numbers say about buying media against an older audience.
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