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Give Them What They Want: How A Digital Community Engages 1.4 Million Users Over Age 60


Senior Housing Forum Publisher Steve Moran continues his Conversations series at the recent Silicon Valley Boomer Venture Summit, where he interviews Rebecca Wilson, a digital media pro who is serving a worldwide audience of more than a million people over 60.

Rebecca Wilson, founder and publisher of, describes her Internet enterprise as “Australia’s largest digital media community for over 60s. But we’re also potentially one of the larger digital media voices in the world for the older generation and definitely the most engaged in this segment.”

A Media Site with Reach and Engagement

Rebecca says, “We have 1.2 million regular users in Australia, another 200,000 in the U.S., and, we’ve also brought to life a travel aggregator serving the over 60s with travel that they absolutely love. We’re the young site for the older generation. We’re not into talking about people’s age . . . talking about people getting old. We’re not in the aging population discussion really at all.”

She continues, “We . . . [are] a place they go every day, all day, all the time to engage with media that speaks to them respectfully, that entertains them, that has fun, that’s a little bit cheeky, that speaks through their voice, and they talk to each other. So we get about 25 to 35 thousand comments on social media a day . . . People come for each other, they lodge comments . . . They talk back.”

As Rebecca points out to Steve, “We just start conversations.” She notes that her company publishes about 250 pieces each week, has over 60 bloggers, is touted by about 300 community champions, and runs 52 meetups every month in different locations in Australia.

“We Do What Consumers Want.”

Steve tries to discover the subjects followed by her readers, but Rebecca states, “There’s no recipe or formula beyond the fact that we do what our consumer wants. They’re our community and they come back and tell us what they want more of. We use data to underpin the decisions we make and we’re here for them.

“We had 70 million page views in the last month and probably about . . . [a] 35 million reach on Facebook . . . The subscriber-user base is opening 40% click-through rates during the day on our e-mail. They’re reading everything with great diversity.”


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Larry Watson

Headquartered in Memphis, Tennessee , LWTS Marketing has nationwide presence offering comprehensive business marketing,

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