The over 50′s are one of the most attractive consumer targets

• There are a lot of them – more than 17 million
• Their numbers are growing – there will be more than 20 million by 2020, half the adult population

They have amazing spending power

• They have inherited and made money on property
• They are the beneficiaries of final salary pensions
• Their mortgages are either small or paid off
• Their children are no longer dependent

About 45% of the 17 million are in this position of having high disposable income. They comprise of a wide mix of people with very different lifestyles, interestes and activities. Choice Magazine delivers an extremely attractive niche of 160,000 readers. We describe them as Extended Middle Agers.  That’s because they are committed to making the most of life. They spend a lot of time making the most of their assets.  So they are high users of financial services. They watch what they eat and use supplements and try to keep fit. They look after their property well, especially their home. And they work hard at keeping their middle age going strong by staying active, keeping up with modern lifestyles and travelling the world – enjoying several holidays and short breaks a year, eating out regularly, socialising with friends and family and generally making the most of the consumer society. Don’t be fooled by the current talk of pension crisis and working until your are 70. The Choice readers have already beaten that particular problem. Along with the younger Baby Boomers they will carry on consuming.

If you would like to know more you can contact our advertising team at Major Media Sales by emailing Adrian Major at adrian@majormediasales.com   or by calling 01453 836257.

Reader profile

• Majority aged 55-65 yrs
• ABC1′s – 71.5%
• 76% are married or living in couples, 93% have no dependent children
• Average annual income £20,700, 77% own their home outright
• Average savings and investments £169,000
• In the past 12 months Choice readers spent over £1.5m on travel, taking an average of two main trips and three short breaks
• Circulation is all paid for with 95% subscriptions