Shelagh Daly Miller, VP, Group Publisher of AARP Media Sales takes us through her point of view on how to take on marketers' most pressing problems.

1. 1
HOW AARP MEDIA TAKES ON
MARKETERS’ MOST PRESSING
PROBLEMS
June 20, 2017
Shelagh Daly Miller
VP, Group Publisher, AARP Media Sales

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ADDRESSING THE BRAND
SAFETY DILEMMA
In 2017, the perils of advertising are
dominating headlines:
▪ In March, over 250 advertisers pulled
out of YouTube because their
advertisements appeared next to
objectionable content.
▪ Pepsi’s advertisement with Kendall
Jenner created a global controversy
for its portrayal of a street protest.
▪ There were revelations such as
Facebook’s inflation of viewing metrics.
▪ The World Federation of Advertisers
warned that online ad fraud, including
the use of “bots” to inflate site visits,
has become widespread.

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SOURCE MRI Fall 2016
AARP MEDIA’S POSITION ON
BRAND SAFETY
As there are no direct and easy ways to
solve these issues, marketers are taking
a closer look at their media plans.
At AARP Media, we are open to the
scrutiny as we are focused on:
▪ Authenticity
▪ Honesty
▪ Trusted content

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Slide intro
WAYS AARP IS
CONQUERING THESE
PROBLEMS3

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1. AARP MEDIA ACCEPTS
ONLY HIGHLY VETTED ADS
▪ Based on our strict advertising policies,
not just any advertiser can appear in
AARP’s Media.
▪ Our advertisements must substantiate
claims made in ads, demonstrate that
the company is financially sound, and
show a good customer service record.
▪ For marketers, this means total
assurance that your message is
going to be found among very good
company.
A recent study showed 81% of members
say they trusted the products and services
advertised in AARP Media’s properties
Partial Advertiser List

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2. OUR MEDIA PROPERTIES
PROVIDE A TOP QUALITY
CONTEXTUAL ENVIRONMENT
▪ Marketers have begun reducing their
number of media partners to focus on
quality from trusted partners.
▪ AARP Media properties have ads
running alongside our high-quality
editorial content that is created
specifically for the key life stages of the
50+ demographic.
▪ Ads will always appear next to quality
content because AARP Media is
focused on delivering content to support
the audience.
▪ We provide the trusted environment
marketers are looking for today,
reaching the nation's largest and
wealthiest consumer group.

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3. ADVERTISERS BENEFIT
FROM ALIGNING WITH AARP,
A TRUSTED ORGANIZATION
▪ Associating with a cause is an important
part of many marketing plans.
▪ Consumers are becoming increasingly
savvy at realizing when efforts seem
inauthentic.
▪ With nearly 38 million members, AARP is
the nation's largest non-profit,
nonpartisan organization dedicated to
empowering Americans 50+ .
▪ 75% of members value product and
service ads that appear in AARP Media’s
properties because of the reputation.

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▪ From vetted advertisers to highly
relevant content to being associated
with one of the most well-represented
non-profits in the country…
▪ AARP Media is the definitive solution to
some of the biggest challenges facing
marketers today.
WHAT AARP MEDIA’S
APPROACH MEANS FOR
MARKETERS

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ADULTS
50+
Shelagh Daly Miller, VP, Group Publisher for
AARP Media Sales, has defied publishing
industry trends as well as Madison Avenue’s
infamous focus on youth, achieving new levels
of success across all platforms.
Since joining AARP Media Sales in 2001,
Shelagh has consistently driven sales growth.
During the last five years under her leadership,
revenue in AARP Media Properties, including
AARP The Magazine, AARP Bulletin and
AARP’s digital properties, has increased by
50%. Her success is all the more remarkable
considering the overall state of the publishing
industry.
About the Author

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ADULTS
50+
AARP Media has insightful knowledge of 50+
consumers and unparalleled access through
multiple media channels. AARP Media Sales
connects marketers to the ever-growing and
influential 50-plus population.
Reach this audience through AARP’s trusted
media properties, including AARP’s digital
assets, anchored by AARP.org; AARP The
Magazine, AARP’s lifestyle publication; and
AARP Bulletin, the go-to news source for
Americans 50-plus.
To learn more or reach a rep, visit
advertise.aarp.org
About AARP Media Sales