Bubbies Back Broadway

If you are older than 30 and feeling decrepit, achy and ancient just attend a matinee on Broadway during the holidays. Look around the theater and you’ll instantly feel like a Spring chicken.

Half of Broadway audiences are upscale, primarily white adults 70 and older who live in affluent close-in suburbs like Saddle River, NJ, Greenwich, CT and Great Neck, NY and have an endless appetite for coming into the city for culture, live performance, rich food and exorbitant parking fees. These are the core audiences that support the industry we call Broadway week-in and week-out. And if you doubt me, just look at the brands aiming at these theater-goers advertising in the Broadway Bible – Playbill.

Playbill, which also now has a companion e-commerce enabled website, is the program booklet distributed at every self-respecting theater on The Great White Way. Each show gets a dedicated few pages. Common content and advertising fill out the rest. This year, as a testament to the strength of the theater and the economy, the Playbill for Company, arguably Sondheim’s smartest. most insightful and best show, boasts 88 pages and 4 covers.

The roster of categories and brands is an indicator of the current thinking in targeting upscale audiences. Automotive is the strongest traditional, national category with glossy 4 color contributions from Acura, Lexus, BMW, Toyota Avalon, GMAC, Cadillac and Sirius Radio, which is basically an aftermarket automotive product. Images and models are geared toward those favored by older adults who can afford luxury cars.

Media is also aggressively represented. I guess the thinking is that if you’ve traveled to see one show, maybe DreamGirls, Spamalot, The Magic Flute at The Metropolitan Opera, Peter O’Toole in Venus, Judi Dench and Cate Blanchett in Notes on a Scandal, The New York Gilbert & Sullivan Players, Kristin Chenoweth in The Apple Tree, Grey Gardens or Altar Boyz might appeal to you. If not maybe you’ll find the show of your choice at Stubhub.com or Broadway.Yahoo.com. Or maybe you’ll just buy your grandchild a gift at the Disney Store on the way home.

Perfume and jewelry and the retailers who sell them also appear frequently as you flip through the pages. Macy’s Bloomies, Lord & Taylor and Ann Taylor Loft tout gift giving. While Burberry, Movado, Chanel, Anne Klein, Sarah Jessica Parker’s Lovely, Estee Lauder, Lancome’s Tresor, Citizen Watch, Tweezerman.com, and Geoffrey Beene present themselves as gifts ready to give or get.

The funniest but most logical category is pharmaceuticals where brands seem to truly understand the needs of the audience they share with the members of the American Theater Wing. Lunesta and AmbienCR for sleeping, Mucinex for mucus control and Fosamax Plus D for postmenopausal osteoporosis all make their case and provided added pages filled with contraindications.

The marketing lesson is -- understand your target audiences. Know what they like, where they go and what they do and intersect them at times and in places that they will be open to your message and apt to consider or buy your product. The only irony is that the type size in the Playbill is way too small for older adults to read, especially in the limited lighting of a Broadway theater.

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