AARP launches ad campaign with focus on senior citizens.

Byline: Naomi Aoki

Jan. 4--AARP, which represents people over 50, is running an ad campaign in trade publications to highlight advertisers' lack of concern for older baby boomers. One of its messages is: "These days, doctors don't pronounce you dead. Marketers do."

Judging by the advertisements she sees, Boston retiree Joan Smith can only assume she's on death's door.

"Whenever you see older people in ads, they're selling drugs or scooters or something else medical," said the 70-year-old former social services director. "It'd be nice to see an older person in an ad who is at least active."

The reality is people are living longer and remaining active well into retirement. Add aging baby boomers into the mix, and the 50-plus market is growing fast. By 2010, the US Census Bureau calculates, there will be more than 97 million seniors nationwide, compared to less than 78 million in 2001. They've got money and they spend it -- to the tune of $400 billion last year.

But in the ad world, old habits die hard. Fixated on wooing the young on the theory that they will be customers for years to come, most advertisers ignore seniors. Many assume that the ads they target to younger audiences will suffice because seniors will also see them. Some fear that a campaign aimed at a more mature consumer will alienate the young. And others just take their older customers for granted.

"Companies know how big the market is," said Jim Fishman, group publisher of AARP's publications, including its magazine with a circulation of 22 million worldwide. "But they have decided not to advertise to this market."