by Liz Smith | bio


Women entering menopause are probably sick of being lectured about this, that and the other. So here’s a recommendation that should be cheered by one and all.

I should except here all of the physically fit, sexually active and dynamically employed or making-use-of-their-lives-type women who have entered the menopause phase early. These divine youngsters can paddle their own canoes because they have years in their future.

I will dwell here on “PrimeTime Women,” which is the title of Marti Barletta’s book from Kaplan publishers.

“PrimeTime Women” addresses baby boomers and women 50 to 70. Even if you are a different age, as I am (much older) or if you are luckily much younger, I think everyone approaching what we laughingly used to call “middle age” will get a lot of use out of this work on various levels.

It portends to tell how to win the hearts, minds and business of boomer big spenders, and it is offered as a definite change in marketing strategies for business. But I found it more of an “upper” for other reasons.

It welcomes us into the warmth of the most emboldened new class of consumer, high liver and go getter — the middle aged woman, finally coming into her own with a host of others who are also role models.

Author Barletta, head of the TrendSight Group, speaks of the power of the PrimeTime purse. She’s not talking about television but of maturing women who are now happier than when they were younger. She also talks about the gifts of middle PrimeTime zest, and about the secret of getting the most out of PrimeTime — that is to say, having and developing good girlfriends.

But I confess that what I like about this book is how it confirms one of my own personal discoveries and theories. It explains how women have the buying power in this new era. It gives a slap to advertisers and networks who still live by their obsession for and with the young. It says youth marketing stereotypes are outdated and falling by the wayside as older women grow more powerful, more creative and more in control of their lives and the lives of their families.

Youth myopia? Advertisers and marketers may actually begin to get their true sight back and learn all about the growing PrimeTime women in their midst — women with money and control.

The book contains this kernel of wisdom: It says that advertisers and businesses often conduct surveys of what women want, but they always cut off the information at the age of 49. Few have ever bothered with women beyond that age.

As Barletta writes: “… pretty weird when you consider age 50 is right about when people who have worked all their lives start to have some money to spend!”

Ye gods, I have been saying this same thing over and over.

Leave a Reply to Laurel Delaney Cancel Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.

  • Laurel Delaney December 13, 2007 at 3:09 pm

    Read Marti’s book not once, but twice and she is spot on!
    I wish the BIG guys — the corporate folks — understood just how powerful her message is and would make marketing to women a priority in 2008.

    Reply
  • Beverly Mahone December 12, 2007 at 12:59 pm

    Liz said:
    “…here all of the physically fit, sexually active and dynamically employed or making-use-of-their-lives-type women who have entered the menopause phase early. These divine youngsters can paddle their own canoes because they have years in their future.”
    Honey, I am definitely one of those women and proud to be a member of the club! Menopause is not the time to crawl under a rock and hide. It’s a time to celebrate another phase of life. It’s a time to be tahnkful you’re still living and oh, what stories you’ll have to tell. I certainly do and I’m saving them for my NEXT book.
    I say Enjoy Your Menopause!

    Reply