According to the media kit provided for The Best Times, the baby boomers are the

countrys fasted growing age segment, have a large amount of purchasing power, and have
specific leisure activities in which they enjoy most. Some of the numbers provided with the
media kit are highly comparable to those of the ACI target for The Blake at Oxford, while others
are significantly lower. Since most of the psychographics of the readership of The Best Times
(52% ages 69 or below) and the psychographics of the ACI target for The Blake at Oxford (ages
45-64 HHI 50k+) were so different, I would suggest that the client does not advertise with The
Best Times.
First off, the readership of the magazine is said to be the countrys fastest growing age
segment, controlling over half of the U.S wealth. They own 66% of all stock, buy 80% of all
luxury travel, and 60% own a computer. Though 80% of the ACI target own a computer and over
half of them have access to internet on their phones, only 20% own stock and only 11% of them
have taken a luxury trip in the last 3 years. Statistics also showed that the ACI is only spending
about 1-4 hours a week on the internet and about 30% of them dont use the internet at all in a
weeks time. While it is beneficial that the publication offers online downloads of the print
editions online, it does not fit with the clients target.
Next, the readership of the publication is said to have a lot of purchasing power. In the
next 12 months, The Best Times readers are said to buy things such as gifts for grandkids,
international travel trips and automobiles. The publication does see fit with 74% of grandparents
purchasing gifts in the next 12 months as 52% of the ACI have a grandchild under the age of 18.
However, again---the ACI is rarely traveling and less than 12% of the ACI is planning on
purchasing an automobile (new or used) in the next 12 months.
Leisure activities of the readership and ACI also play a significant role in deciding to
advertise here or not. Over half of the readership is attending cultural events and movies
regularly. About 44% of them are interested in gardening and 43% of them dine at full service
restaurants regularly. Nearly the exact same amount of the ACI is interested in gardening, and
nearly 70% of the ACI has dined at a full service restaurant in the last 30 days. The media kit
provides information stating that the age of the readership is willing to spend more money than
their younger counterparts, therefore it should be taken into consideration that while the ACI is
eating at full service restaurants, only 9% of them have been to an upscale restaurant in the
past 30 days. As far as attending cultural events and movies, the ACI typically does not. Over
half of the ACI hasnt attended a new movie in the last year and less than 10% of them have
attended a concert, opera, ballet, or museum in the last 12 months.

READERSHIP
60% own a computer
66% of all stockholders
44% enjoy gardening
61% attending movies
61% attend cultural events (concerts, opera,
ballet, museums)

ACI
80% own a computer
20% are stockholders
46% enjoy gardening
51.4% didnt attend-past 12 months
10% or less in all categories
Concerts: 4.7%
Opera: 4.7%
Ballet: 6.1%
Art Museum: 7.7%
Natl. Civil Rights Museum: 10%

80% of all luxury travel buys, 51% plan to buy

international travel in next 12 months

92% has not been on a cruise outside of U.S

in past 3 years. 10% took 1 trip outside U.S in
past 3 years. 11% of trips taken in past 3
years were for luxury and 2.4% were for
business.
52% are grandparents to a child under 18.

74% buying gifts for grandchildren in next 12

months
43% dine at full service restaurants regularly
20% plan to buy automobile in next 12
months

69.9% dined at full service in past 30 days

(only 9% eating at upscale restaurant).
Purchasing in the next 12 months:
Leased Vehicle.6%
Used Vehicle: 11%