Dive summary:
- "Purple Clover" is a new website from entertainment company BermanBraun created to cater to the underserved baby boomer generation online.
- The baby boomers aren't as sought after as the 18-49 year olds because many brands consider the over-50 crowd to be less brand-flexible, but BermanBraun recognizes that this generation of 50+ is much more active and youthful-looking than previous generations.
- Baby boomers are also likely in their peak earning years with more disposable income than other areas, making it an attractive market for certain advertisers; Purple Clover plans to run both print and video content with video planned to be the main focus.
From the article:
"Purple Clover has been in beta for the last month and features articles tailor-made for Baby Boomers like 'Six-pack at Sixty?' and 'The Hebrew Sex House for Seniors.' 'We saw no one offering a single platform for [Baby Boomers] to read, watch and engage and for advertisers to reach them there,' Mr. Berman said, adding that the typical article for folks 50-and-up is something like '9 Diseases You May Die From Tomorrow.'"
