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. Both sites plan to try to lure a larger crowd with on- and offline ad campaigns.
Segmentation draws more visitors to sites and the sites, in turn, draw more dollars.
That's an area where the smaller sites even if well targeted will be at a disadvantage. Advertisers want to hear about big numbers. Both MyPrimeTime and ThirdAge are participating in extensive sponsorships and plan to build their e-commerce efforts. As the baby boomers go, so goes the rest of the Web, one might say. When looking to capture the boomer market, in particular, the key is to keep the focus narrow and avoid that middle-age spread.