Business failures of the 21st century will not be companies lacking innovative products, they will be companies lacking "seniorized" marketing skills. - Gary Onks

The senior citizen group (age 50 and over) offers an expanding target market opportunity. Not only is the senior citizen group growing at twice the rate of the rest of the population, they also have more free time, are more prosperous, and reflect a greater propensity to spend than ever before.

Senior citizens are the wealthiest consumer segment and control 70% of the disposable income in the United States. In fact, the average per capita discretionary income for Americans 50 and older is more than $8,400 per year, compared with $6,505 for Americans of all ages.

Senior citizens are living longer and more active lives than ever before. As a result, they have more disposable income to spend on financial investments, insurance plans, non-profit organizations, health, travel, gifts and general merchandise.

Advertising in Kaw Valley Senior Monthly allows businesses to reach the the Lawrence and Topeka area's rapidly growing senior population with highly targeted messages at very affordable rates.