Making Advertising More Cost Effective

Stanley E. Cohen

This article discusses the problem of advertisement readability for the vast number of Americans who are visually impaired.

Making Advertising More Cost Effective

Lighthouse offers some sobering observations

Stanley E. CohenAdvertising Age.

There are 14 million people in the U.S. who cannot read your advertising because of vision impairments. Another 82 million are all likely candidates for the age-related vision loss almost everyone experiences after they pass 45.

A U.S. Census report which says the 96 million 'over 45s'account for more than 50 percent of the $756billion of discretionary household income. This is the biggest, fastest-growing and most affluent population segment today. Obviously, this is too large an audience to miss, especially in today's...

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