Over-50s seek quality

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Data from Roper Starch Worldwide for the American Association of Retired Persons says the over-50 crowd reacts best to print ads emphasizing product user benefits, information and third-party endorsements. "It's not discounts they want, it's value and quality" said Cary Silvers, research manager for AARP's Modern Maturity magazine. "They will change brands as quickly as anyone else."

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