There’s been a lot of talk lately about advertisers shifting money from traditional media to online and interactive advertising. While these newer medias are experiencing huge growth, advertisers need to balance new and old when trying to reach the Baby Boomer demographic.

A recent MediaPost article points out that Boomers, more than any other demographic, consume media from multiple sources in a fairly uniform way.

The numbers:

• Boomers spend an average of 9.5 hours per day on “screen” time, with the majority of that being spent with television
• 77% of Boomers’ television viewing is between 7:30 pm and 11 pm
• Boomers are most likely to watch The Discovery Channel, A&E, the Food Network and Fox News during those evening hours
• 76% listen to the radio
• Younger Boomers (45-54) spend an average of 30 minutes per day on print – newspapers, magazines and books
• Older Boomers (55-65) spend up to 100 minutes per day on print
• 57% read their local daily newspaper regularly, 68% read their weekly community paper

They also spend an average of 2 hours per day online, using the Internet to research and buy as well as to connect with friends and family.

So what does all of this mean? Integration is the answer. Yes, online advertising is new and cool, and can be an effective way to reach people, but traditional media is still a vital part of the advertising plan for any company trying to reach Boomers.

(And just a reminder, the Boomer demographic represents more than 78 million people who generate more than 40% of all disposable income.)

So it sounds like good news for all of the traditional media types – newspaper, radio and television – despite everyone saying they’re on the way out. If Boomers are still that involved with your media type, advertisers need to be that involved with you too. Make sure they know it!

Read the entire MediaPost article here. And click here to read an earlier Media Sales Today post on the power of the Baby Boomer demographic.