Effort targets Gen-Xers

A Toronto marketing company specializing in the post-boomer group commonly called Generation X launches the first of its national marketing programs targeting 16-29 year-olds this fall.Robert Adelson, president of 10-month-old M/87 Media, says The Coupon Book will have a magazine format...

A Toronto marketing company specializing in the post-boomer group commonly called Generation X launches the first of its national marketing programs targeting 16-29 year-olds this fall.

Robert Adelson, president of 10-month-old M/87 Media, says The Coupon Book will have a magazine format and feature editorial.

As well, Adelson says the book will have $3,000 worth of coupons, special offers and loyalty cards for fast food, soft drinks, personal care products, packaged goods, movies, music, video, computer hardware and software, and electronics.

The Coupon Book will be sold for $14.95 through university and college campuses, national retailers such as Future Shop, and by groups such as the Canadian Hockey Association as part of fundraising efforts.

Adelson says while the 16 to 29 age group is value-conscious and uses coupons 20% more often than other adults, it is an elusive market because of its lack of brand loyalty.

He says The Coupon Book will help advertisers establish relationships with the group by encouraging product trial and the use of loyalty cards that reward multiple purchases of products.

M/87′s 12 partners, major national advertisers that are exclusive in their categories, have first right of refusal to participate in The Coupon Book and subsequent ventures.

Next year, Adelson says, M/87 has plans for on-campus career seminar programs and a new magazine, which ultimately will be published in male and female versions, to be mailed to the firm’s extensive post-boomer database.