AARP Makes Its Site Safe for Advertisers

Launches new strategy to get ageist marketers in the door

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Older Americans want you to know they’re worth marketers’ time, but apparently everyone hasn't gotten the memo. AARP knows that well, so it’s created a new deals section to entice them to advertise on its site without—God forbid!—being seen by younger consumers.

“Marketers tend to not want to market to 50-plus for some reason,” said Peter Zeuschner, AARP’s Northeast media sales manager. “It gives them the fear of aging their brand.”

A bunch of blue-chip advertisers, including—shhh—Dell, British Airways and Radio Shack—are using the section, called Hot Deals, to test discounts of various kinds.

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