In This Issue:

• LETTER FROM MARY
• WHAT'S NEXT PREVIEW
• CLEARING THE CLUTTER
• INTERVIEW: DR. WILLIAM H. FREY
• AGING IN PLACE TECH WATCH
• GIFTS BEYOND THE HOLIDAYS
• SHORT TAKES
• SPECIAL ANNOUNCEMENTS
• MARKET FINDINGS
• NEWSWIRE

LETTER FROM MARY

Dear Friends and Colleagues,

I hope you and yours are enjoying this holiday season. Those of us working in boomers and beyond marketing, technology and social media are experiencing a groundswell of business growth. More than $18 million in venture capital has been raised for businesses in the aging in place technology area in the past 90 days. Expect to see even more in the year ahead. I am 61 now and have created businesses (SeniorNet and ThirdAge) during the first years of the Internet revolution. For those who recall what the Web was like in 1996, expect to see the same momentum in 2010 in the aging in place area. How do we know? Simple. For the first time, we are hearing from the venture community that they have a list of companies they are vetting for possible investment. We are hearing from corporate venture capitalists who are ready to take an equity stake. And we are seeing very talented MBA-level people moving from graduate schools into new companies run by entrepreneurs who see the promise of aging in place technology.

To help guide you through this revolution, we are putting together a first-rate agenda for the 2010 What's Next Boomer Business Summit March 19 in Chicago. We will be featuring seven top analysts who will be sharing insights, data, market trends and other pertinent information. The analysts are: Liz Boehm, principal analyst, Forrester Research; Steve French, managing partner, Natural Marketing Institute; Jody Holtzman, senior vice president, research and strategic analysis, AARP; Michelle Krebs, senior analyst and editor at large, Edmunds.com; Greg O'Neill, director, National Academy on an Aging Society; Laurie Orlov, founder, Aging in Place Technology Watch blog; and Lee Rainie, director, Pew Research Center's Internet and American Life Project.

Conference attendees will receive a flash drive of the slides used in presentations. The first 100 registrants for the conference will also get a copy of our recently updated press database. In addition, if you sign up now (or by Jan. 15), you will save 20 percent on registration. See the item under Special Announcements below.

We are fortunate to have a top-tier sponsor base including AARP, Caring.com, ClearSounds Communications, Inc., firstSTREET, i.e. LLC, Immersion Active, Microsoft, Posit Science, ReadHowYouWant, SeniorCareMarketer.com, Southwest Airlines, Verizon and Taheima Wellness.

In addition, we'll be doing boot camps at the ASA/NCOA Aging in America Conference in Chicago: "Entrepreneurship and New Career Opportunities Within the Boomer Market" (March 15) and "Using Your Social Skills to Build Your Boomer Business" (March 18). Also, on March 17, I'll be a co-moderator of the National Forum on Business and Aging and a presenter of the "Reaching through Innovation" part of the day's program.

We also are participating in the Silvers Summit at the Consumer Electronics Show (CES) in Las Vegas on Jan. 9 (the CES exhibit runs from Jan. 7-10). Susan Walker and Robin Raskin have put together a great event. We will be hosting a panel, "Reaching Silver Eyes Through the Media" featuring Jill Gilbert of Caring.com, Mark Gordon of firstSTREET, Stephen Reily of Vibrant Nation and Jerry Shereshewsky of Grandparents.com. We will discuss ways of reaching the boomer market by using social media and how to tie your products and services to the issues that matter to them most.

Speaking of issues that matter, The New York Times ran a front page story recently on the pain of unemployment. Everyone I know has been touched by the situation. No one feels flush and many are in financial and emotional pain. We will be making a contribution to some of the organizations that make a real difference in the lives of older adults. These include: American Society on Aging, the National Council on Aging and WomanSage.

We spend a lot of time each week helping people network. Keep us posted if you have an opening. Keep us posted if you are starting a company or are seeking financing. We are willing to help. A financed company can be a great job accelerator. Entrepreneurship for boomers is a theme of our work. I think part of the future is boomer entrepreneurship as a means to ensure financial longevity.

Years ago one of the SeniorNet members shared a bit of wisdom. She talked about varying the holiday season with new traditions. She had experienced the loss of her husband, so she invited six friends over for eggnog and gingerbread. The aromas made the house feel warm and cozy. And, of course, friendship is always food for the soul. I find that this season (after the loss of my mom in the fall) that time with friends and family is especially important. I hope you take time for a winter walk and enjoy the light.

We are grateful for your friendship and support.

All the best,
Mary

PS: Though it may be a little late for Christmas shopping, it's not too early to think about gifts for the new year and the firstSTREET gift guide below has some great suggestions.

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WHAT'S NEXT PREVIEW -- DR. STAN HUMPHRIES

We're starting something new this month -- previewing the highlight speakers of the 2010 What's Next Boomer Business Summit coming up March 19, 2010 to give you a more in-depth look at what to expect at the conference. First up is Dr. Stan Humphries, chief economist with Zillow.com, which tracks and estimates property values for more than 52 million properties online.

Humphries' background is impressive. At Zillow, he helped create the Zestimate feature and also oversees Zillow's calculation of all statistics in the housing market including the Zillow Home Value Index. His pre-Zillow resume includes five years at Expedia.com, serving as a faculty member at the University of Virginia and a stint at NASA.

Humphries' work at Zillow ranges from overseeing data collection and providing internal data analysis to such high-profile products as the Zestimate, which is a home valuation of most homes in the country, the Zillow Home Value Index and other market measures that can be found on the "local" tab of the Zillow site.

For What's Next, Humphries will be doing a special analysis of the boomer and senior segments of the housing market that will yield unique insights for conference attendees.

"In general we'll be giving a little bit of an overview of what the housing market is looking like," Humphries says. "We'll also be looking at how hard the housing recession has hit seniors and the demographic the boomer summit is focused on. We'll also be looking at what will seniors be doing in terms of housing over the next several years."

Humphries notes that boomers have produced big changes in policy over the years because of their size demographically.

"Wherever they are in their life cycle, they have produced big changes in policies because they are an abnormally large demographic group," he says. "They definitely stimulated conversations around the solvency of Social Security and Medicare and Medicaid. Their presence in the marketplace is a big factor in the health care debate and I think as that particular segment ages, they'll hold big implications for the housing market as well."

Humphries will also be focusing on the unique aspects of the boomer/senior demographic as it relates to the housing market.

"Typically they have a fair amount of equity in their homes, they may be looking for investment properties or second homes and then as they get older they're looking at moving out of owned housing and into rental housing or other (housing) so we begin to see the home ownership rate notch down," Humphries says. "So we'll be looking at what those trends look like over those years. And also, as we have a very large demographic going through that now, (those trends) will hold implications for the housing market, which will be interesting to discuss."

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CLEARING THE CLUTTER

Ciji Ware, whose latest book is Rightsizing Your Life, has a new piece, "Declutter Your Life" in AARP The Magazine. The piece will appear in the January issue but is available online here.

An excerpt:

A hallowed New Year's tradition occurs each January, when millions of us start kidding ourselves. We vow that this will be the year we keep the one resolution that invariably appears on our personal to-do list: Clean out the clutter in our basements, attics, closets, and home offices. We can't even bear to think of what's stashed under beds or in the borrowed storage space in a relative's garage.

I'm a recovering clutterbug myself, and the subjects of clutter and decluttering are close to my heart. Several years ago my husband and I made a move from 4,000 square feet of living space to 1,200. Much of the excess "stuff" I was able to dispatch without a qualm, but certain items hit me hard -- the chair I had rocked my infant son in (he's now 38), and the 26 cartons of radio scripts from 17 years of covering health and lifestyle topics as a radio commentator in Los Angeles.

We all have cherished possessions that are freighted with meaning, and until we understand what that meaning is, we resist dealing with the messes that surround us. Remembrance of things past can be a real deterrent to moving forward. So can what I call future syndrome: "I might need this again sometime." But once we find a way to clear out what is no longer relevant to our lives - whether that be objects, activities, or even people - we open a path to look at all the parts of our lives and determine what matters to us now, not in the past or in the future. The process of purging and paring was one of my family's most liberating experiences -- Ciji Ware

In addition to the article, an eight-week online clutter challenge begins Jan. 1. The winner will receive a $1,000 gift card and a one hour consultation with Ciji. Contest rules will be posted soon and you can check out the challenge here and join the Clutter Challenge Community Forum here. May the best declutterer win.

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INTERVIEW: WILLIAM H. FREY, PhD DEMOGRAPHER

We don't have a crystal ball here at Mary Furlong & Associates. But we don't really need one because we have the next best thing: the work of William H. Frey, PhD, demographer with the Brookings Institution. Frey has looked extensively into how the aging population will be distributed in the years to come and concludes that aging in place will be the major factor that determines where seniors will end up living. In a new Power Point presentation, "The Geography of Senior and Pre-senior Growth," he shows where the major expansion of the boomer and senior populations will occur (see graphic). We recently spoke with Frey to find out more about his findings.

Q. What are some of the trends you see emerging in the boomer-senior population?

Frey: The big trend of course is the aging of the baby boomers into the 65-and-over population which is going to happen on Jan.1, 2011, when the first baby boomer gets to be in that age group. And for another 20 years it's going to be older people coming of age as far as the eye can see. What I think a lot of people don't realize is that much of this is something we call aging in place. That is, people who are now living in parts of the country or in regions or in communities that didn't have a lot of old people who all of a sudden see them mushroom up just by people being there and getting older. That sounds like something simple but on the other hand when you're dealing with public services and the kinds of infrastructure changes you need eventually as these people get much older -- medical issues and so forth -- this is something whole parts of America, especially the suburbs and the Sunbelt, is going to have to deal with for the first time.

The other part of this is that growth due to the aging in place of the senior population will differ from parts of the country that in the past have attracted baby boomers when they were younger, They're the places that are going to have the really big growth in their senior population. Right now, you usually think of older people living in the North but it's the Sunbelt and the suburbs that will have the fastest rate of senior growth, simply because people had moved to these places when they were younger and they are going to stay where they are.

The other part of it is that as the fast-growing parts of the country see aging in place, older people in those regions are going to have better demographics. In other words, they are going to be more highly educated, (have) more disposable income -- usually couples who had been working during their lives and still will keep their hand in work -- whereas in the older parts of the country, the Northeast and the Midwest, there will be a smaller growth in the aging population and that growth will be less socioeconomically advantaged. So it's somewhat of a paradox: places that have grown more rapidly in the past will be aging more rapidly in the future and in addition they're going to have better demographics in their aging populations.

Q. What will these trends mean for California?

Frey: California has actually had a net outmigration of seniors since the mid-'80s. Basically, a lot of people who moved to California during their working-aged years once they get to retirement ages they're going somewhere else. Either back to their kids or somewhere where it's a little less expensive. so part of that movement to Nevada and Arizona were Californians moving to those states.

The migration part of it is a very small component of the overall change, but it is, even in a state like Arizona, the aging in place component is far, far bigger than the people who are moving in from other states in their senior years. But it is true that it's not just Florida and Arizona anymore but a whole host of states in the Southwest and the mountain West that are attracting migrants from these other states. The large number of people who move in a given year are in their 20s and early 30s. Of people 65 and over only about 1 percent of them move across state lines in a given year. It's important to track some of these seniors, but it's only a few small places that can really count on senior migration to bump up their growth in a big way. most of the rest of the places showing senior growth is largely from aging in place.

Q. So what we're seeing is that where seniors are now is where they're going to be?

Frey: Yes, that's the best way to predict it. You can do a very good projection of where seniors will be 10 years from now by just knowing where the 55+ population lives today.

Read a PDF version of "The Geography of Senior and Pre-senior Growth" here.

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AGING IN PLACE TECH WATCH

Laurie Orlov is back with the latest highlights from her always-worth-reading blog. First, she offers a take on the benefits of music therapy, using a Wall Street Journal story on how music seems to be helpful for Alzheimer's patients as a jumping-off point. Orlov notes that the shortage of trained music therapists limits the use of such therapy. There are only around 5,000 certified music therapists in the country and just 20 percent of them work with geriatric patients. Which might mean the musically oriented have another career option. In another post, Orlov offers five reminders concerning care for older relatives and how the holidays can be a good time to observe older family members and think of ways to enhance their quality of life. Read that post here.

UPDATE: Aging in Place Trends from 2009 to Watch in 2010

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GIFT SUGGESTIONS BEYOND THE HOLIDAYS

Lighted Full Page Magnifier -- $79.95
This one-of-a-kind magnifying floor lamp combines full-page magnification with highly flexible adjustability. Twelve high-powered LEDs provide ample light for close work and reading. The ultra-flexible gooseneck brings the light exactly where you need it - adjust it high, adjust it low,adjust it all around -- to exactly the right angle for your viewing.

This is an exciting new way to provide exceptional magnification and exceptional coverage. The super-large lens provides 2.5x-plus variable magnification, to easily cover an entire page without glare or hot spots. Easy big-button on/off operation. Features include a large, strong handle for ease of maneuverability.And unlike that magnifier hidden away in a drawer, you’ll always know where this one is. Magnifier is not battery operated--AC only.

Nightlighter Flashlight -- $19.95
An ingeniously designed flashlight, the Nightlighter contains two light sources that work together to provide wide coverage illumination using state of the art LEDs. One light source shines on the area ahead, and the other illuminates the area at your feet. Its innovative, ergonomic design is balanced and easy to carry.

Balanced Spectrum® Elegance Floor Lamp -- $64.95
This lovely lamp has the finished look of Antique Brass or Satin Nickel and a richness of style appropriate for the most elegant of rooms. The BalancedSpectrum® Floor Lamp brings many of the benefits of natural daylight indoors by using an energy-efficient 27-watt,compact, fluorescent bulb that is brighter than a 100-watt incandescent bulb.

ID Guard Stamp -- $19.95
This small stamp masks all personal information -- Social Security number, account numbers, name, address etc. -- on mail, checks, magazines, letters or anything written that you wish to cover up. A specially designed, indecipherable, permanent ink pattern jumbles confidential info, eliminating the need for shredding.

Big Nob Radio -- $69.95
This stylish, compact AM/FM three-knob radio -- reminiscent of the classic KLH FM sets designed by Henry Kloss in the 1960s -- is small enough for your night table or your kitchen counter yet provides a big sound that is clear, crisp, and powerful. An oversize tuning dial makes finding favorite stations a snap and input jacks make it easy to connect a CD, MP3 player or iPod to the radio for even more music options.

For more information or to purchase any of these items, visit www.firststreetonline.com

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SHORT TAKES

WomanSage, the non-profit, membership organization that focuses on educating, empowering and fostering mentoring relationships among women at midlife was honored at the recent National Philanthropy Day luncheon in Anaheim, Calif. The Irvine-based organization was named Oustanding Philanthropic Group for 2009 and recognized for work that included raising more than $221,000 to help mature women in need and providing education on financial literacy, health and career transition. WomanSage founder Jane Glenn Haas accepted the award at the luncheon....Grandparents.com CEO Jerry Shereshewsky reports that the group not only survived 2009's down advertising market but is thriving with 500,000 unique visitors a month (and also has 350,000 who have opted to receive its newsletter). He adds that 2010 is shaping up to be a great year and notes that if the organization has an online gift guide available. Though geared to the holidays, the guide offers gift ideas that should be good well into the new year.

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SPECIAL ANNOUNCEMENTS

Time to register for What's Next
Speaking of special announcements, here's a reminder that you can still get a special discount by registering early for the Seventh Annual What's Next Boomer Business Summit coming up March 19 in Chicago. Newsletter subscribers who sign up by Jan. 15 will receive 20 percent off on their registration by using the promo code FOM1 when registering. To register, simply visit www.boomersummit.com.

Save the Date! 2nd Annual Florida Boomer Lifestyle Conference
The second annual Florida Boomer Lifestyle Conference will take place April 15, 2010 at Ruth Eckerd Hall in Clearwater, Fla. The organizers report that the 2009 event generated great feedback and that this year's conference will further explore how the economic upheaval of the past two years has affected boomer consumers' buying behavior and which messages and approaches resonate most with them today. Registration is under way at: www.floridaboomerlifestyle.com. For more information, contact Michelle Bauer at michelle@common-language.com or 727-510-2524.

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MARKET FINDINGS

How Roads are Changing to Meet the Needs of Seniors
If you want to know what a future filled with older drivers looks like, look no further than Florida. There, in many parts, the "blue-rinse set" dominate the roadways thanks to an aging population, an influx of baby boomers, and the perennial arrival of snowbirds. What you'll also find in Florida are roads that have been built with these aging drivers in mind, with innovations designed to minimize the kinds of accidents that seniors have most. And some of those innovations could be coming to a road or highway near you. More here.

Baby Boomers Buck Previous Health Trends
Adults of the baby boomer generation (born between 1946 and 1964) are now beginning to reach their sixties. While you might hope that increased affluence and awareness of health issues might make then less subject to disability than the previous generation – the reverse is true, according to a new study. In the 1980s and 1990s, it looked as if people were indeed getting healthier. But researchers at the University of California now reveal real concerns over the health and disability trends among the baby boomers. More here.

What do Baby Boomers Want From Technology?
By next year, one-third of the United States population will be over 50 years old. That graying demographic is expected to outspend younger adults by $1 trillion in 2010. And among other things, the over-50 crowd shows the highest intent to purchase consumer electronics of any age group. But is the over-50 demographic really a distinctive market for technology goods and services? And if so, how so? More here.

Colorado Ski Resorts Alter Approach as Baby Boomers Fade
As the nation's skiing populace ages, a massive face-lift appears inevitable. Baby boomers, long the driving force behind the sport of skiing, may have reached their demographic peak on the slopes. And the diminishing virility of a traditionally robust skiing market has Colorado resorts searching for their own version of the little blue pill. More here.

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NEWSWIRE

A Brave New World Awaits Older Job Seekers
Looking for work in a recession is challenging for anyone. But it's especially difficult for those who have been with the same company for decades.

"We're finding it's particularly challenging for baby boomers and people who have worked for the same company for a long time," said Leon Singletary, president of the Greater Valley Forge Human Resource Association and principal of First Contact HR, a Fort Washington (PA) company that performs background checks on potential employees. "Times change and what's required now is a different skill set to look for jobs."

Bay Area Magazine Targets Older Adults
These are tough times for newspapers and magazines with declining ad revenue and increasing competition on the web, but a local magazine is bucking the trend. The Bay Area magazine "Active Over 50" reported a 26 percent increase in advertising this year when most publications lost 30 percent or more.

Britain's Baby Boomers Now Holding the Baby
The UK’s grandparents are saving parents just over £5 billion each year in childcare costs, a new research study reveals. Nearly 6.1 million grandparents look after their grandchildren on a weekly basis for free, according to a new study by over 50s insurer RIAS. On average, grandparents spend over 5 hours every week providing childcare for their grandchildren, saving families up to £860 a year in childcare costs .

Health screenings for seniors raise questions
As baby boomers prepare to join the 65-plus set over the next decade, medical experts are weighing the benefits and costs of cancer screenings for seniors. Mammograms for women in their 70s and 80s, colonoscopies for anyone 75 and older, and prostate specific antigen, or PSA, tests for older men are controversial.

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