Rock of Ages by JEFF LEEDS (Published: November 26, 2006)
AT 52, Martha Stinson is not quite sure where to turn when it comes to new music. The local Tower Records in Nashville, where Mrs. Stinson is an owner of a general contracting company, is going out of business, and she never did figure out how to load music onto the digital-music player she bought a couple of years ago. But she may soon receive an overture from a source not known for its musical savvy: AARP. She is the kind of consumer that the association is targeting with a sweeping marketing campaign that it hopes will entice millions of new members, as the first kids weaned on rock ’n’ roll turn gray.
And if Mrs. Stinson is any indication, the group faces an uphill battle. She has repeatedly thrown out AARP membership solicitations, after all. “It’s going to be tough,” to market to those like her, she said. “Our generation has always been a little revolutionary. We feel like we’re in middle age. Were out bike riding, running businesses. Our kids are fully grown, and we’re kind of footloose and fancy free.”
Older consumers (along with children) represent one of the few reliable markets in the music business these days, and AARP, the organization for older Americans, is keen to capitalize on that. On Tuesday the group announced that for the first time it will sponsor a national concert tour, by Tony Bennett. And that’s just a start. Other sponsorships will follow, and from those, AARP hopes, many new members. With plans in the works for an alliance with a major retail chain, a Web-based music recommendation service with Pandora and even a music blog, AARP is looking to graduate from advocate of the shuffleboard set to the ranks of cultural concierge. “I hope that we make this thing so relevant and so cool,” said Tena Clark, a music consultant helping to devise the group’s marketing strategy. “I would hope that one day in the future that my 20-year-old daughter would want to borrow my AARP card to get into a concert just like she tries to borrow her sister’s I.D.” Consumers like Ms. Stinson may not be the only skeptics however. For musicians, a deal with AARP is a different matter than a deal with a hip coffee house or a fashion retailer. No matter how hard the group may try to change its image — even with the likes of Paul McCartney and Susan Sarandon on the cover of its magazine — some people still associate it with the Saturday-night-bingo set. And many musicians may want to keep their distance, even if it means sacrificing enormous sales. -complete article
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