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Sharon Fairley joined the Senior Network in 1995 after several years at major ad agencies working on general brands. Now she targets the senior market with promotions and marketing campaigns including place-based advertising, event marketing, and sampling and expos. Ms. Fairley works with clients including Procter & Gamble Co., Campbell Soup Co., Nabisco Foods, Johnson & Johnson and Kimberly-Clark Corp.

Insight: U.S. consumers over age 50 have 42% more disposable income than average consumers. By 2025, 40% of all adults will be seniors, while the under-49 audience will remain flat.

Opinion: Despite the media industry's fixation on youth, companies that want to grow must recognize that seniors are the fastest-growing, wealthiest audience. Realize that 25-year-old media planners aren't aware of this.

Tip: Throw out your visions of the stereotypical senior citizen. Think of older people as active, vibrant and technology-savvy.

Growth categories: Beauty, healthcare, travel and entertainment sponsorships targeting seniors. Soft drinks and snack foods also hold big, untapped potential for senior sponsorship.

Peeve: The surprising number of TV commercials that still use seniors in a

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