Recent sales results for artists such as Michael Jackson, George Strait, The Beatles, Whitney Houston, Barbra Streisand, KISS, and Michael Buble, among many others, have brought NARM’s Baby Boomer music consumer study (which we conducted in 2007 in collaboration with NPD and AARP) back into sharp focus.

For a decade, the music industry has struggled to reconcile the reality of a lost generation of younger music fans who embraced file-sharing and then began purchasing less and less physical music. But, as we’ve shown more and more love to mature music fans, we have minimized the risk of losing them, as well, to complacency or plain disinterest.

When we asked the nearly 80 million Boomers about their buying habits, 70% said they bought mostly CDs, but in fewer numbers than they once did. Could they be inspired to buy more? NPD thought so, and suggested there was potentially a substantial upside revenue opportunity for the industry. And not just in physical sales, but in online sales as well, with Boomers’ increasing experimentation with the digital music experience. Our study challenged the industry to fill the pipeline with product targeted at Boomers and, even more importantly, to make sure they are aware of what’s available.

In the past two years, there have been album and deluxe package releases and promotions that were unquestionably conceived, produced and marketed with an explicit intent to attract the Boomer music fan. Armed with the right product, profile and positioning, labels and retailers can continue to reap the benefits of serving this valuable audience whether via physical, digital or mobile delivery approaches.

Members who would like to review a copy of the 2007 NARM Boometrics Study should contact Nicole Hennessey (hennessey@narm.com).

– by Jim Donio, NARM President (donio@narm.com)

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