A recent study commissioned by SPMG found an overwhelming majority of senior newspaper readers are interested in learning more about several health related topics. Conducted on behalf of SPMG by the Circulation Verification Council, the study revealed 74 percent of senior newspaper readers would like to see more content on diet and nutrition; 72 percent of readers are interested in learning more about heart health; and 68 percent would like to see more advertisements and editorial content regarding high blood pressure. Other health topics of interest include Osteoporosis, Arthritis and pain management.
The results are part of a comprehensive readership study polling more than 20,000 senior newspaper readers, conducted to determine key socioeconomic and demographic information.
“The information uncovered in this study provides a window into the minds of senior newspaper readers,” said Trevor Hansen, CEO SPMG. “With this knowledge, we are armed with compelling statistics to help advertising agencies state the business case for targeting the mature market. Our clients benefit from a clear picture of the needs and desires of the lucrative senior market.”
Additional study findings include amount spent on prescription drugs, number of prescription drugs taken, fitness levels and activity, and medical coverage statistics.
The study comes on the heels of the launch of the SPMG Premier 100 – an influential group of the top 100, fully audited senior newspapers targeting readers age 55+ nationwide. The Premier 100 was formed to offer a uniform editorial program, providing advertisers a cost-efficient solution to align brand messaging with relevant editorial content. The first initiative of the Premier 100 is the SPMG: Living Happy, Living Healthy program; a three-part editorial series featuring health issues central to senior living. The results of the readership study provide powerful reinforcement supporting the need for these types of programs.
