We are targeting baby boomers in the 45-64 age segment, declares Pat Hudson, vice president of customer relationships at Third Age, from her San Francisco office. She admits that the Internet has been a youth-led phenomenon. But she adds that 40-somethings are embracing technology and fueling the growth of the Internet. How did the site arrive at its name Third.
Third age stems from a French expression that means third stage in one s life.
The first stage involves youth, in which you define who you are, and in the second stage, you raise a family and focus on your career. But in the third age or stage, people revisit their passion and declare what they really love about life. We want to be their first stop in the morning, Hudson says, just as iVillage has appealed to mothers who want help raising their children. Organized into what Hudson calls channels or topics such as family, work, health, technology, romance, and money, all of the information specifically addresses a baby boomer s needs. We specialize, for example, in health issues and health concerns that affect this particular age group, Hudson notes.