Spun off from CNNfn, MyPrimeTime is backed by Joan Rivers and has an investment partnership with Fidelity. Although they appear to offer something for everyone, these sites are actually strategically segmented into vertical topics that appeal to boomers. Recent features include a health article on the possibility of gene therapy to reverse balding, a business piece on e-commerce's role in bringing philanthropy to the Web, and another on how pets can improve your health. But the segmentation and the intended boomer appeal is evident. To attract men and women, ThirdAge offers elements for both, to create a balance, says Shelly Porges, ThirdAge Media's executive VP of marketing.
Women congregate on the family and romance channels.
Both genders are interested in travel, which is another sweet spot for boomers, given their high disposable income and interest in leisure activities. That led to the recent introduction of ThirdAge's travel channel. The segmentation approach appears to be working from a consumer standpoint. Halamandaris says hits at MyPrimeTime are doubling weekly. ThirdAge boasts an audience of 1 million, with 2 million visits per month.