Media companies have long been focused on attracting younger audiences, and rightly so. But what about the most powerful generation (in terms of spending)? Yes, the Baby Boomers are aging, but they are also becoming more digitally savvy while migrating away from traditional media.

Almost half of those Boomers regularly maintain a page on Facebook, which is impressive considering most of them created their first profile in the past two years. They are also very active on LinkedIn, especially since so many of them were thrust into a job search during the past two years.

“It’s an educated audience that is a lot more comfortable using the Internet,” says Jordan Kaye, who recently launched City Confidant, a website and daily email newsletter targeting Baby Boomers in Seattle. “They’re using email way more, they’re Skyping, they’re all over this stuff.”

According to a 2008 Pew study, Boomers represent a third of internet traffic each day. But they don’t necessarily read blogs or use Twitter. “The study also showed that Twitter is not very popular with this demographic, at 10%.  Also, Boomers don’t read blogs: the number of blog reader/writers was below 10%.” (While blogs and RSS readers may never take off with this demo, we can assume that Twitter usage has increased among Boomers in 2010.)

“Boomers expect that technology will help them live longer and better lives and keep them connected to family, friends, co-workers and, eventually, healthcare providers,” said Lisa E. Phillips, eMarketer senior analyst and author of the  report, “Boomers and Social Media. “To fulfill these expectations, boomers are turning to social media, where they keep up their offline social connections and make new ones. Online marketing messages that help them build on their connections—and foster other online relationships—will get their interest.”

Kaye said his publication is targeted toward Baby Boomers, but is appealing to any age group. The formula is simple: one feature a day on travel, health, finance or something to go and do locally. “It’s a quick two-minute read – almost like ripping the page out of magazine,” Kaye said.

The content is generated by paid journalists with professional experience. The story ideas are vetted by a network of insiders who serve as a kind of ad hoc advisory board. “We’re not trying to replace anything locally, like newspapers or magazines,” said Kaye, whose background is in marketing, not publishing. “I’m not even in my own demographic. But I saw an opening for something fun and playful to fill a need.”

It’s an opening that many local media companies have tried to fill, but usually in a most awkward manner with “50-plus” sections in newspapers or regular installments for “seniors.” The simple approach of City Confidant, or Boomerater which targets Boomers with practical information, is one that media companies should consider. After all, this demo isn’t just desirable because of its size and resources, but also its behavior. This is the “forwarding generation,” according to Kaye, which explains how City Confidant amassed 5,000 subscribers in its first two weeks.

It also explains why your inbox keeps filling up with those urban legends and not-so-funny jokes from your parents.

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