The document discusses marketing strategies for reaching baby boomers for auto sales. It provides statistics showing that baby boomers spend the most on discretionary income and control 50% of total discretionary spending. As such, they represent a major potential for auto sales. The document then discusses how newspapers are an effective marketing channel for reaching baby boomers, as they are heavy newspaper readers, including online newspapers. It provides data showing baby boomers who read newspapers have higher rates of planning to purchase a new vehicle. Therefore, newspapers are positioned as an exploitable strength for auto marketing to baby boomers.

2. Guest Speaker
Mark Harland
General Motors
Manager Local Advertising &
Marketing Programs

3. Break

4. Guest Speaker
Bethany Mach
Senior Vice President
Director Of Digital Communications,
Investment Planning
MindShare/Team Detroit

5. Buffet Lunch
Today’s Speaker Will Be…
 Larry Lynch
Sr. VP Research
Newspapers First
 Marketing “Snippets”

6. Luncheon Speaking 101
 Audience Empathy
 Reach Out To Their
Subliminal Thoughts

7. Marketing “Snippets”
My Definition:
 A Small Bit Of Information
Useful In Formal Or Informal
Sales Situations
 A Nugget Obtained By Any
Means Possible, Including
“Bottom Feeding”

8. Baby Boomers: Great Auto
Sales Opportunity Or “So Over”
 Age 44 To 62
 79 Million Adults
 Spends $2 Trillion Annually
 Controls 50% Of Discretionary Income
 Outspends Any Other Generation By
$400 Billion
Source: The Boomer Project, Age Wave

9. Boomer Auto Sales Potential Is #1
Discretionary Income By U.S. Generation
Head Of Households
Millennials Gen X Boomers Seniors
$12,833
$22,562
$29,754
$19,500
% Share Of
Head Of HH’s
Source: Conference Board & eMarketer 11/8/07
4%
30%
41%
25%

10. Exploiting Our Strengths:
Boomers & Heavy Newspaper Readers
Index: U.S. = 100
Quintile 1
Newspaper TV
Age 18+ 100 100
Boomers 120 99
Boomers W $75k+ 154 74
Boomers W. New Domestic 129 93
Boomers W. New Import 142 86
Boomers Plan To Buy 140 97
New Vehicle
Source: Scarborough USA+ Study – 2006. Boomer Age = 45-59,
Closest Equivalent In Study

11. Exploiting Our Strengths:
Boomers & Online Newspapers
U.S. Coverage Online Papers
30 Days Index
Age 18+ 10.5% 100
Boomers 11.1% 106
Boomers W $75k+ 15.1% 145
Boomers W. New Domestic 12.1% 116
Boomers W. New Import 14.3% 137
Boomers Plan To Buy 13.1% 125
New Vehicle
Source: Scarborough USA+ Study – 2006. Boomer Age = 45-59,
Closest Equivalent In Study

12. Vendor Sponsored “Snippet”…
3rd
Party Sites
About 3rd
Party Auto Sites
 83% Of Visitors Do Not Intend
To Purchase A Vehicle In The
Next 3 Months
 45% Are Not In The Market
Source: Cost-Effectively Reaching The In-Market
Auto Buyer, Value Click Media & Goodway 2.0- 11/07

13. Buying Power Of Our Online Audience:
comScore MediaMetrix
The Buying Power Of The Online Newspaper Audience
Outstrips Portal’s
Buying Index Compares The Dollars Spent By An Individual
Site’ Audience Compared With Average Buying Power For All
Internet Sites Measured
 158 Newspaper Websites Measured
 154 Newspaper Indexed Above The Online Norm
 More Than 50% Of Newspapers Indexed Above 150
 Nearly 25% Of Newspapers Indexed Above 200
 Only 13% Of Portals Indexed Above… 200