Marti Barletta, author of Primetime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders, like in her previous books, skillfully continues to narrate the story of how and why to market to women. This book focuses on the primetime in the lives of women who are in their 50s-70s. It gives informative insights and offers marketer's suggestive strategies to capture today's most powerful and influential target, boomer women. The book enlightens and highlights the primetime woman: who she is, what she desires, where she shops and what she buys. The book is divided into two parts—Part 1 focuses on understanding the hearts and the minds of Boomer women and Part 2 details how to win their business by grabbing a share of their wallet. A must read for marketers and advertising professionals who are keen to reach out to today's most prized consumers—the primetime women.

"Follow the dollar signs, and they will point you to primetime women", this is a powerful message that the author imparts to all the marketers because of growing percentages of these primetime women in the population, their growing wealth and their control of that wealth. The primetime women are one of the most indispensable segments for the marketers to target. The author here explains `who they are' and `what they have with them'. Studies state that every fifth adult in the US today is a female over 50 and that women will form the larger part of the US population. Single women represent 35% of the total population according to the US Census Bureau. The population over 50 has increased an astronomical 43% plus from the year 2000 onwards while the population under 50 is actually declining; this segment is expected to increase by 4% only. The 50 plus segment already controls 79% of the financial assets in the US and will amass more, as they continue to bring in two paychecks and the money inherited from their parents, husbands and in-laws. They have the greatest discretionary spending power of all consumer segments, because their expenses decline when their kids move out to build their `own nest'. The 50 plus women are independent, individualistic, influential, healthy and wealthy. They are confident consumers and they know what they want and how to get what they want. And therefore, the primetime women become the center point of every marketer's communication plan.

The book also highlights the immense contribution by agency powerhouse Doyle, Dane, Bernbach (DDB) Worldwide. These research findings helped in understanding what the primetime segment thinks and how different they are from the Gen X and Gen Y. Women in their 40s, 50s and 60s were divided into three groups, their attitude towards life and behavior patterns were observed. The study brought out startling revelations that were completely opposite to the traditional thought that 50 plus women were deprived, distressed and disconcerted in life. Women in their primetime were happy, content, totally optimistic (74% vs. 68% of their younger counterparts). Statistics also revealed that 81% of primetime women versus 72% of younger women felt they were a independent, highly liberated group of individuals with a desire to successfully accomplish all tasks and challenges (both personal and professional). The primetime women are experienced, confident and passionate about everything they do. The author rightly states that `the primetime woman feels that her greatest achievements are still ahead of her'.

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