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NYCA Strategic Planner Explores Spending Habits of Baby Boomers in New Book, “After Sixty”

12-06-2006 01:55 PM CET | Advertising, Media Consulting, Marketing Research

Press release from: NYCA

“Baby Boomers have revolutionalized markets and products throughout their lives,” says Michelle Edelman, Vice President/Director of Strategic Planning for full-service San Diego-based advertising agency NYCA. To address the impact of this influential group, Edelman has co-written “After Sixty,” available this month from Paramount Market Publishing.

“The book explores how this huge buying group will spend in the next decade,” says Edelman, who came to NYCA last year from Ogilvy & Mather, where she helped create the groundbreaking Dove Campaign for Real Beauty. “We expect the Boomers to behave quite unlike previous generations, who at the same age were planning to retire, becoming more conservative financially and slowing down physically.”

Some of the topics explored in “After Sixty” include the migration of Boomers geographically, a comparison of their attitudes and well-being on a global basis, and the impact on various financial markets as a result of the demographic’s so-called retirement.

“Baby boomers will control $2.6 trillion in spending power by 2007 and Michelle's expertise is invaluable to any marketer who wants to understand and motivate this important group," says Michael Mark, creative director/CEO of NYCA. “In fact, we’re offering a grow! day during which Michelle can help marketers effectively target their message.”

Those interested in more information or setting up a grow! day should contact Jon Dupuis at 760-436-7033 or

NYCA is a San Diego-based full-service marketing agency that grows businesses with inspired ideas. NYCA has grown business for clients like TaylorMade Golf, San Diego Convention and Visitors Bureau, Rossa Putters, Maxfli Golf, ViewSonic Corp., The San Diego Union-Tribune,, The EastLake Company, Kyocera Wireless, DIRECTV, Penta Water, National City Mile of Cars, AutoAnything, First Dental Health, TaylorMade Performance Labs, and others. To find out how NYCA can grow your business, log on to

1010 South Coast Highway, Suite 101
Encinitas, CA 92024

NYCA, a full-service advertising agency, opened its doors and arms to the world in March 2002. Clients include AutoAnything, San Diego Convention and Visitors Bureau, National City Mile of Cars, New Dental Choice, TaylorMade Golf, Rossa Putters, Maxfli Golf, TaylorMade Performance Labs, DIRECTV, ViewSonic Corp., Agent 155, The San Diego Union-Tribune,, The EastLake Company, Kyocera Wireless, Penta Water, and others. The 38 remarkable NYCAers work on the beaches of Encinitas, California. Lucky, huh? Log on to to learn more.

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