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Friday, May 30, 2014
Newsmax TV Targets 'Disenfranchised Baby Boomers'?
Topic: Newsmax

Newsmax made the big announcement in a May 29 article by Robert O'Leary:

Focused on serving an audience of more than 80 million disenfranchised baby boomers, Newsmax Media Inc.'s Newsmax TV has signed a distribution deal with DirecTV and is accelerating toward a national launch that expects to reach 40 percent of U.S. cable and satellite homes by the end of this year.

Newsmax TV also plans a major OTT platform rollout with penetration estimated in excess of 100 million iOS and Android smart devices.

Wait -- "disenfranchised baby boomers"?

Actually, Newsmax's audience is quite enfranchised -- according to Newsmax itself. Here's how the media kit for Newsmax magazine describes its demographics:

  • 72% are men
  • 93% are 55 and older
  • 30% have a portfolio valued at $500,000-2,000,000
  • 83% own a single family home
  • 17% are professionals or business owners
  • 57% are college graduates or higher
  • 45% have a total net worth of $500,000+

And here's the demographics for Newsmax.com, according to its media kit:

  • 51% of readers are male.
  • 58% of the Newsmax.com audience is 55 years of age or older.
  • 79% of readers have attended college.
  • 26% of readers are retired.
  • 61% of readers have a household income of $60,000+
  • 47% of readers have a household income of $75,000+
  • 20% more likely to have completed Graduate School and received a degree.
  • 45% more likely to have no children living in the household.
  • 48% more likely to own a Condominium.

Both media kits tout how "Newsmax Media reaches afflfluent and inflfluential readers," particularly "conservative voters, families with high household incomes, vacation travelers, or car buyers."

If that's being "disenfranchised," where can we sign up?


Posted by Terry K. at 5:14 PM EDT

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