There Is Life after 50, Says the Direct Mail Industry

By Duckers, John | The Birmingham Post (England), March 21, 1998 | Go to article overview

There Is Life after 50, Says the Direct Mail Industry


Duckers, John, The Birmingham Post (England)


Bad news or, depending on your viewpoint, good news.

As if being referred to as Oldies, Wrinklies or even, most cruelly, Coffin Dodgers - was not bad enough, the over-fifties have now attracted the attention of the direct mail industry.

This only grabbed my attention because I am only five years away from joining them.

Albeit that I never actually grew up, and have an emotional age of about eight, my body keeps reminding me that time marches irresistably on.

So I only have five years to take the mick out of Wrinklies like John James and Neil Pountney before I, too, get it in the neck.

And given this has been Budget week and everyone is feeling thoroughly miserable, I always try and find some excuse to cheer people up a bit.

Anyway, it seems there is after all life after 50.

I offer you the following quote which appeared on one of the news 'wires' this week - "Younger friends and colleagues may snigger at the people who are euphemistically described as 'more mature', but they make up a fast growing and increasingly affluent section of the population and businesses are falling over themselves to win them as customers."

So there you are, over fifties people, you remain important. Indeed there are lots of folk out there desperate if not for your body then at least for your money.

And now you have been targeted by the direct mail industry.

Wow. Just think how lucky can you get.

Just think of the thrill of all that junk mail pouring through letter boxes up and down the country. Your letter box.

All those pleas to take out insurance policies, the begging letters from charities, the hard sell from the double glazing firms.

They can all be yours.

Even I, someone whose job is in part to deal incredibly fast with vast amounts on in-coming information, find junk mail irritating.

But clearly enough people bite on this stuff to make it worthwhile.

Indeed "grey marketing" is said to be a hot issue.

It certainly was at a major direct marketing industry event this week - The 20th London International Direct Marketing Fair, at the Wembley Conference and Exhibition Centre.

Marketing company Millennium Direct, a specialist agency which targets the over-fifties , used the fair to launch its Definitive Guide to Grey Marketing. …

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There Is Life after 50, Says the Direct Mail Industry
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