Издательства призваны пересмотреть стратегию и сосредоточиться на растущем рынке читателей старше 55 лет

By Erin L. Cox, Publisher | @erinlcox Earlier this year, the Global Coalition on Aging (GCOA) and Rakuten Kobo brought leaders in publishing, media, and aging advocacy together for a roundtable discussion in New York to focus on an often ignored, yet growing portion of the market – older adults. Over the years, the industry has focused on engaging with younger readers through publishing books focused on their interests or by influencers they admire; promotion on social media platforms these audiences frequent; and even trying to engage this audience through some ownership of the publishing process through test audiences, crowdsourcing, and voting on everything from cover design to plot twists. But, what the industry is maybe ignoring while chasing after this new, ever-changing, often fickle audience is a growing readership that is more easily knowable and, more likely, already a loyal customer that simply needs to be engaged – readers over the age of 55. A recent study by American investment bank Morgan Stanley reported a few interesting statistics about this audience: - By 2050, one in six people globally is expected to be 65 or older. - In the U.S., the average life expectancy is now 79 and is expected to increase to 83 over the next 25 years. - Today, in the U.S., older adults make up 40% of all discretionary income and 30% of all consumer spending. Turning to publishing, publishing data shows that 50% of the most avid readers are over 55. Rakuten Kobo’s average customer is between 60 and 65 years old across most of its markets, with more than 60% of Kobo’s readers over 55. The roundtable convened in April brought leaders together to address the mismatch between industry assumptions about who our audience/readers might be and the actual growing consumer base for books and information. As the international publishing industry struggles with a decline in reading, focusing on a growing audience of engaged readers with disposable income is a good business strategy. In this report “Consumer Innovation Through the Lens of Longevity: Publishing & the Silver Economy,”  published by GCOA and Rakuten Kobo and based on the roundtable discussion, they identify some key reasons and methods to engage this audience of older adults: - Focus on the Silver Consumer as a core audience, not a niche – they have different needs, wants, challenges, and interests - Marketing toward the Silver Consumer – across industries, marketing is always focused on engaging a new consumer, but slowly these marketing tactics and advertising briefs are turning to focus on an over-55 consumer. - Format changes can expand consumer access – Rakuten Kobo is an excellent example of this. Light digital ereaders created for an older reader with macular degeneration who couldn’t hold heavy large print books. Sometimes the technology expands the audience, so understand these challenges and pain points. - Readers want to be represented in their books – This is true for everyone, even aging readers, so acquire books that speak to them as well. - Consumer engagement is community infrastructure – Social isolation is a growing epidemic for aging adults, but through reading, they are able to continue to build community. The report features calls to action for any company to help take inventory of their practices and how they engage with an older audience of readers. For more information or to download, click here.