Tuesday, April 13, 2004, 8:00 AM - 5:30 PM
Reception following
Renaissance Parc 55 Hotel, 55 Cyril Magnin Street, San Francisco, CA 94102

With 76 million boomers born between 1946 and 1964, the opportunities for profit and growth are enormous for businesses that target the 50+ market. In fact, this market is the largest, best-educated and wealthiest generation ever in the history of mankind. Every seven seconds, someone is turning 50 years old. And Boomers are in their peak earning years. By 2010, 47% of Boomer households will have incomes above $50,000.

Visit www.maryfurlong.com/whatsnext/ for complete agenda Call 1-800-537-9728 x9675 (8:30 AM-5:00 PM PST) Download the Registration Form and fax to American Society on Aging, 415-495-6509 or mail to: American Society on Aging, 833 Market St., Ste. 511, San Francisco, CA 94103

Co-produced by the American Society on Aging's Business Forum on Aging and Mary Furlong & Associates, the What's Next? Conference is a preconference held in conjunction with the 2004 Joint Conference of ASA and The National Council on the Aging (NCOA). The preconference will answer these key questions:

• Why is this a growing and highly attractive demographic for businesses?
• What areas in particular are boomers interested in? How do you segment the market?
• Where are they located and how are they spending time?
• How do companies successfully market to the boomers (online and offline)?
• How have new brands and the emerging companies targeting this demographic been funded? What financing strategies have been successful?
• Which companies have successfully tapped this market thus far?
• What are new and emerging ideas and companies in this market? In the near term, what are the most attractive areas of opportunity?
• Who are the industry experts around this market?

Presenters will include top experts in aging and representatives of successful organizations that focus on serving the boomer market. Industries represented will include healthcare, financial services, media, advertising, travel and housing.
Confirmed speakers include:

Ken Dychtwald, PhD, psychologist, gerontologist, futurist, entrepreneur and author of Age Wave and Age Power: How the 21st Century Will be Ruled by the New Old.

Jean-Paul Tréguer, CEO and founder of Senioragency®, the first and only international advertising agency network dedicated to Baby-Boomers and 50+.

Dawn M. Sweeney, president of AARP Services, Inc. (ASI), a wholly-owned and independently-operated subsidiary of AARP. She is responsible for creating high-value services for members.

Mike Perlis, managing partner at SOFTBANK Capital Partners and former President/CEO of Ziff Davis Publishing.

Myrna Blyth, Editor and Author, former editor-in-chief of Ladies' Home Journal and founding editor-in-chief of MORE magazine and former editor of Ladies Home Journal.

Andrea Bevacqua, Director/Team Leader, Pfizer for Living Share Card.

David B. Wolfe, principal author of Ageless Marketing: Strategies for Reaching the Hearts and Minds of the New Customer Majority

Businesses, venture capitalists, brand managers, media and entrepreneurs who want to find out what the smartest investment analysts say about the global boomer market and the opportunities it presents.

The What's Next? Conference expects to attract more than 300 key influencers in the aging marketing including entrepreneurs, private equity investors, brand managers, and leaders in marketing segments interested in strategic alliances, media executives and analysts.
Detailed program information will be available in January.

Register for both the What's Next conference and the ASA-NCOA Joint Conference and enjoy a $60 discount on registration fees.

Mary Furlong, Ed. D., President, Mary Furlong & Associates (MFA)
Mary Furlong & Associates is a proven team of business innovators, comprised of talent from marketing, editorial, business, online content and community and experts from the field of aging. Mary has guided the online and offline marketing strategies for major U. S. corporations for their 45+ age markets for over 20 years. She is an Executive Professor of Entrepreneurship at the University of Santa Clara and previously founded two successful companies - SeniorNet and ThirdAge Media. She is a member of the Leadership Council of the American Society on Aging's Business Forum on Aging. She serves on several corporate advisory boards.

The Business Forum on Aging (BFA)

The BFA is a constituent group of the American Society on Aging (ASA), the largest professional membership association in the field of aging in the United States. ASA's more than 6,000 members comprise a national multidisciplinary community of those who work with older adults. The BFA is comprised of over 200 businesses that serve people over 50. The two subgroups of BFA, the Human Resources Council and the Marketing and Product Development Council, provide opportunities for specialized information and networking.

"What's Next?" Sponsors

The What's Next? Business Conference sponsors include: Pfizer Inc., Wells Fargo, AARP Services Inc., MetLife Mature Market Institute, LesConcierges Inc., Pulse Data HumanWare, the San Francisco Business Times and Ceridian Performance Partners.

Visit www.maryfurlong.com/whatsnext/ for complete agenda Call 1-800-537-9728 x9675 (8:30 AM-5:00 PM PST) Download the Registration Form and fax to American Society on Aging, 415-495-6509 or mail to: American Society on Aging, 833 Market St., Ste. 511, San Francisco, CA 94103