Third Age Media Selects Citron Haligman Bedecarr� as Agency

Third Age Media, the publishers of baby boomer-oriented, on Monday picked Citron Haligman Bedecarré to develop its

Citron Haligman Bedecarré is expected to create national broadcast, print
and radio ads aimed at raising awareness and driving traffic to A site redesign is also in the works. The level of expected
spending wasn’t disclosed.

While the site, which targets 40- to 50-year-olds, had a head
start on rival,
the newer site was first to begin a major national marketing effort. kicked off a $10 million advertising campaign toward the
end of January. Age Wave IMPACT,
which specializes in marketing to older Americans, is handling the account.

Citron Haligman Bedecarré clients include,,,, the good guys!, and has an ace up its sleeve, though — its relationship with CBS. Back in June of 1999, ThirdAge Media
traded a 30 percent equity stake for $54 million in advertising and
promotion on CBS properties over seven years. can also call upon ThirdAge Media’s own research resources.
The company has conducted proprietary and co-branded research on its target
audience for Yahoo!, Merrill Lynch, and Procter & Gamble. is working
with its agency to put together similar studies.

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