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Life stage segmentation can benefit media planning. It can help direct advertising activity in terms of creative message and media mix.

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Mike James, The Newspaper Society, discusses how lifestage segmentation can benefit media planning

The UK population has remained at around 58 million for the last ten years, but this stability hides some major changes occurring in the demographics. Throughout the 1990s there has been a substantial increase in the number of 35 to 54-year-olds: the baby boomers of the 1950s and early 1960s are slipping into middle age. As the boomers move into later life, forecasts predict that by 2020 nearly half the population will be over 45 – a bright future for forward-thinking marketers looking...

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