On June 16, the Huffington Post announced that it was launching a new site targeting Baby Boomers, with film producer (and wife of Tom Hanks) Rita Wilson, 54, as its “Editor-at-Large.”
The name of this new site targeting a generation of Americans with an average of 54?
Huff/Post 40.
In a blog post called “What Post-40 About Boomers” I asked how this name represented the vibrant audience of Baby Boomer women it intended to gather. The answer, I guessed, was driven by advertising. If they actually attract visitors over 50 (and not younger), advertisers will avoid the site. But if they don’t embrace the generation they seek to serve, they will lack authenticity.
Others seemed to agree with me, both professional marketers and Boomers themselves.
As Patti Winkler said in response to my blog, “Marketing to Baby Boomers and marketing to 40 year olds today are two completely separate things. I am disappointed in any publication that ties the two up together for the sake of sales.”
And a GenX-er, Karie Barrett, said “My mother is a Boomer! Surely Huffington has the resources to know that she and I do not share the same interests and are not at the same stage in life. Sounds like it’s time to go back to target marketing 101 and try again!”
On VibrantNation.com, some of our valued Blog Circle member had similar reactions.
Blog Circle member Lynne Spreen found the title illogical, but hoped that younger women would appreciate what women over 50 could teach them: “I’m going to read Arianna’s new site, and revel in the commonalities with my younger sisters.”
In a more critical vein, Blog Circle member Renee wrote a post titled “Huff/Post 40. Not”: “With all due respect to Rita Wilson, we all wish her and Huffington post the best in their new venture. We just wish it were called ‘Huff/Post 50 But Looks Like 40.’ That would be a win-win.”
It looks like Arianna Huffington (or someone at AOL, her employer) was listening.
On August 8 it released the following:
“As you may have heard, The Huffington Post will soon debut Huff/Post 50, a new site for the Baby Boomer generation.”
Neither Rita Wilson nor Huffington (who is 61 herself) acknowledge the earlier name or shift. They could have used it as evidence that they will be listening to their audience.
Still, I’m glad they made the change. While I have not yet understood the rationale behind “Boomer lifestyle” sites (and several have failed), publishers who want to engage a generational audience should not pretend they are something they’re not.
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