Wednesday, January 3, 2007

Carol Armstrong wouldn't go back to her 20s and 30s for anything.

But that doesn't mean the 55-year-old Lawrence travel agent has lost interest in looking nice, feeling good and staying connected with her friends.

Nor have other baby boomer women -- those born in the 18 years after the end of World War II. Yet you wouldn't know that by taking an inventory of most media today.

"You pick up a magazine, and it's not about you," Armstrong says.

That oversight perplexed Cathy Hamilton, then a marketing manager for The World Company.

After all, boomer women aren't exactly a niche market anymore. Now that the leading edge of the group has turned 60, there are 41 million women in the United State between the ages of 40 and 60.

Recognizing the untapped potential of that audience -- and feeling a bit neglected herself as a member of the generation -- Hamilton dreamed up BoomerGirl.com, a Web site devoted to women in mid-life.

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