Rebranding Aging and Targeting Zoomers in Canada with an Integrated Multimedia Platform

Tuesday, September 27, 2011
Rebranding Aging and Targeting Zoomers in Canada with an Integrated Multimedia Platform
Tuesday, September 27, 2011 10:00 AM - 11:00 AM (Central Time)

About the Webinar
Canada is looking at aging Boomers with an eye toward opportunity. One of that nation’s media leaders has adopted a coined work called Zoomers. That means Boomers with Zip. This fundamental branding idea has become the rallying cry and reason for existence for a multimedia organization called ZoomerMedia, Ltd.

In Canada, adults 40+ are 14.5 million strong, representing 54 percent of all Canadians 12 years and older. Zoomers earn 51 percent of household income and control 60 to 80 percent of all consumers spending.

Rather than seeing an aging country as a problem, executives at ZoomerMedia perceive the opportunities of aging as they’ve worked to create a media empire.

Holdings include:

  • Canada's Association for Zoomers, originally started 25 years ago as The Canadian Association of Retired Persons or CARP
  • Zoomer magazine, a recently rebranded publication known formerly as CARP Magazine
  •, a Zoomer online portal
  • Canada’s two classical music radio stations; and AM740, a 50,000 watt channel called The Best of the Best—Zoomer Radio.
  • Vision TV, available as a basic service in over 9 million cable and satellite subscriber homes across Canada, licensed as Canada’s only multi-faith specialty television service, attracting 1.6 million viewers each week; Zoomer-style shows to be introduced gradually into the schedule
  •, the “Not Your Kids’ Social Network!” that connects Zoomers to Zoomers — from across Canada and around the world
  • ZoomerShow, Toronto’s and Vancouver’s Largest Consumer Show & Lifestyle Expo for Men & Women 45+.

Combined these media properties form one of the largest integrated media platforms targeting adults 45+ in the world. David Cravit will explain what Canadians have accomplished and how they’ve done it.

About the Presenter
David Cravit possesses over 30 years’ experience in advertising, marketing and consulting in Canada and the US.

Prior to working with ZoomerMedia, David was a partner in Saffer Cravit & Freedman Advertising, which he helped take from start-up to over $150 million in annual billings. The agency had offices in Toronto and Chicago, and was recognized as a leading retail specialist agency in North America.

After selling his interest in the business, David worked as an independent consultant to other advertising agencies in Canada and the USA, before joining ZoomerMedia in November 2005.

Over the years, David has participated at senior levels in the creation and placement of over $5 billion worth of media advertising. His experience includes strategic planning, creative development, media advertising, merchandising, sales promotion, vendor co-op advertising and co-branding, sales management, and online marketing. His industry experience includes mass merchandising, specialty retailing, health care, technology, automotive, travel, financial services, real estate, consumer products, and public policy.

David's book, The New Old, discusses how Baby Boomers are completely reinventing the process of aging -- and the implications for companies, government, and society as a whole.

He has been a frequent speaker at corporate and industry events concerning marketing and development, a guest on numerous radio and TV shows, and a contributor to professional journals.


Contact Information

  • Corda Murphy
    Phone: 630-357-4898
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