About Us

What Is ThirdAge?

ThirdAge Inc. is a leading online lifestage media, marketing and consumer insight company exclusively focused on serving today's dynamic population of adults in mid-life who are intent on living life to its fullest, and marketers who want to build genuine and lasting relationships with them. Generally in their early 40s through late 60s -- and often referred to as Baby Boomers and aging mid-lifers by marketers - they are ThirdAgers.

Inspired by the French phrase "Troisième Âge," ThirdAge refers to that rich time of life following young adulthood -- a time often characterized by new found freedom, discovery, personal growth and enrichment. Our vision at ThirdAge is to transform the voice of aging from one of limitation to that of possibility and ThirdAgers are doing just that. They are re-writing the rules of what it means to get older.

Over the last decade, ThirdAge has built a loyal and trusting Community of individuals interested in relevant, informative and insightful content on topics that matter most to them during this time of life: Health & Wellness, Relationships & Sex, Money & Work, Beauty & Style and Leisure & Passions. Presented in a variety of media formats to suit visitor's individual preferences, all content is presented in a positive yet realistic and genuine tone. More than 1,000,000 unique visitors come to ThirdAge every month and close to 1,000,000 subscribers receive our customized newsletters each week.

ThirdAge has spent over a decade listening, learning and developing a trusted relationship with all its constituents. The company is relentlessly committed to providing leading edge and valuable content, products and services, now integrated with community forums and new tools, enabling ThirdAgers to easily connect and share with other like-minded people.

Who Are ThirdAgers?

Today there are 112 million people over the age of 45. This powerful block of ThirdAgers, many in transition, comprise nearly 40 percent of the population and control the majority of the buying power in the United States. Boomer spending is projected to increase $800 billion to over $4.6 trillion by 2015; and over 65 million boomers are online -- that's 1/3 of the total 195.3 million web users in the US.

78 million Baby Boomers alone, those born between 1946 -1964, control over 80% of personal financial assets and more than 50% of discretionary spending power. They are:

• Responsible for more than half of all consumer spending, buy 77% of all prescription drugs, 61% of OTC medication, and spend $500 million on vacations per year and 80% of all leisure travel.
• The highest earners - median household income is 55% greater than post-Boomers and 61% more than pre-Boomers.
• The best educated of any previous group - 28.5% holding a bachelor's degree or higher and 45 million boasting some college.
• The largest homeowner group - 80% of Boomers vs. 69% of the general population own a home and 25% own at least one property in addition to their primary residence.

Baby Boomers and ThirdAgers are not a market niche. They ARE the new customer majority.

The ThirdAge Executive Management Team

Sharon P. Whiteley, Chair & Chief Executive Officer. Ms. Whiteley is a seasoned entrepreneur who founded and built five consumer driven companies. She is responsible for the company's strategic direction, leadership of the executive team and guardianship of the company's brand. Formerly, she was CEO of Crimson Solutions, an early stage technology company; and earlier President and Chief Creative Officer of Contempo Colours Inc., a $50 million international giftware manufacturer. Preceding Contempo, Ms. Whiteley founded and built Peacock Papers, an industry leading manufacturer of social expression products, credited for creating the positive aging gift category.

Before her years in consumer product innovation, Ms. Whiteley spent 12 years as a specialty retail shopping center developer. A highly regarded pioneer, she was instrumental in the development of a number of notable centers including the Faneuil Hall Marketplace in Boston, where she also conceived and executed the Pushcart concept of transitory retailing, a staple in centers nationwide today.

A graduate of Skidmore College, Ms. Whiteley is a sought after speaker and the recipient of numerous recognitions, including Ernst & Young's regional Entrepreneur of the Year Award. A longtime champion of entrepreneurs, she co-founded 8Wings Ventures LLC, an early stage, private equity investor group and co-authored The Old Girls' Network: Insider Advice for Women Building Businesses in a Man's World (Basic Books). She is a member and former Board Director of The Committee of 200, and the World President's Organization (WPO), as well as the former Chair of the National Center on Women & Aging at Brandies University.

Pamela Louie, Chief Operating Officer/Chief Financial Officer. Ms. Louie is an accomplished finance professional with years of experience. She is responsible for a comprehensive range of responsibilities including short and long term financial planning, cost control, cash management, accounting and human resource administration.

Ms. Louie has held several senior management level financial positions over the course of her career, including CFO for TFX Inc. where she was a member of the executive management team. Her responsibilities included strategic and financial planning and facilities as well as operational management.
Prior to TFX, Ms. Louie was CFO and a member of executive team for SuperGraphics Inc., where she was responsible for financial planning, accounting, operation systems integration and Human Resources development. She has also been a Controller for several companies, including Real Time Solutions, where she was responsible for the company's entire financial and accounting functions.

A high performance leader, Ms. Louie has also been a consultant to numerous high growth companies on such diverse projects as channel flow development for dispersed production activities, financial due diligence and financial modeling. She received her undergraduate degree in Business Administration from the University of San Francisco, an MBA from Golden Gate University, and her Executive MBA from Stanford University.

Caren Sinclair-Kay, President. Ms. Sinclair-Kay is an experienced media and technology executive with an extensive background in growing and monetizing online businesses. She is responsible for sales and business development at ThirdAge, and a member of the executive operating team. Ms. Sinclair-Kay was formerly CEO and co-founder of Red Jam Media, a digital media company that partnered with tier one media brands to transform their content assets into interactive, community-based online and wireless products.

Earlier Ms. Sinclair-Kay was General Manager of online business at leading publishing company Rodale, Inc. In that role she was responsible for strategic direction, operations and P & L of eight consumer websites. Preceding Rodale, Ms. Sinclair-Kay was VP of Business and Network Development at Oxygen Media, Inc. An early entrant in the online digital arena, she started her career as the Senior Director of Business Development for theglobe.com, where she was in charge of monetizing all product offerings.

Over the course of her career, Ms. Sinclair-Kay has negotiated content distribution, customer acquisition and content licensing deals with major media and Internet properties, such as AOL, MSN, Yahoo, EarthLink, WebMD, CNET and Travelocity. A graduate of Cornell University, Ms. Sinclair-Kay received her MBA from the Wharton School of Business. She is also an active Advisor to Parentwatch.

Joe Berkowitz, Executive Vice President. Mr. Berkowitz has over 15 years in senior business and product roles, with a core focus in information technology, media and the online world. He is responsible for leading ThirdAge's technology and product development initiatives, in addition to being a member of the executive team.

Mr. Berkowitz was formerly President and co-founder of Red Jam Media, a digital media company that partnered with tier one media brands to transform their content assets in to interactive, community-based online and wireless products. Formerly, he was Director of Online Marketing and Premium Products for Rodale's online and wireless paid content business across all digital assets, including menshealth.com and runnersworld.com.

Earlier in his career, Mr. Berkowitz was Director of Business Development and general manager of advanced payment systems for Yaga, Incl and Director of Strategic Channels at Qpass Inc. business development at Prodigy Communications Corporation. A graduate of University of Miami, Mr. Berkowitz received an MBA from Fordham University and his Graduate Degree in Information Technology from New York University. He is a member of the American Marketing Association, ContentNext, and the New York New Media Association.

Mary Duffy, Editorial Director.  Ms Duffy is a respected media executive with over 20 years experience developing content for television, radio, print publications and the web. She is responsible for the editorial vision and content on ThirdAge.com and ThirdAge newsletters. Ms. Duffy is the former editor in chief of Women’s Sports & Fitness and Hers magazines. Prior to that, she was executive editor of the Special Interest Publications at The New York Times Women’s Magazine Group. There she played a key role in the development of Fitness magazine and served as its first executive editor. She

Her television credits include writing and producing Game For Anything, an ABC network special about women's sports, hosted by Holly Hunter, and Inside the Ropes, a celebrity-filled special commemorating the 40th anniversary of the Bob Hope Chrysler Classic. As a consultant, she has developed television, video, print and web projects for such corporations as Nike, 20th Century Fox Home Entertainment, Toyota, Reebok, Glaxo/Smith/Kline, and Chrysler.  

A graduate of Smith College, Ms. Duffy has been a regular contributor to The New York Times and Self magazine and has written for Elle, Health, Reader’s Digest, Shape, and many other publications. She was a contributing author of The New York Times Guide to Alternative Health (NY Times Books), Shape Your Life (Hay House) and Women’s Health & Wellness 2003 (Oxmoor House).

Marvin Waldman, Creative Director. Mr. Waldman is a veteran writer and Creative Director with years of exceptional performance in the advertising and marketing arenas. An independent, he is responsible with senior leadership for oversight of the ThirdAge's new website design and brand extending initiatives.

Currently Mr. Waldman is founder and president of The Shadow Group, a creative and strategic consulting firm. He is also adjunct professor of advertising in the Graduate Design Management and Cultural Arts Management programs at Pratt Institute. Earlier in his career, Mr. Waldman was Executive Creative Director and Executive Vice President at Young & Rubicam. During his 16 year tenure there he both managed and created work on numerous major accounts, such as Merck, Ericsson, Digital Corporation, United States Postal Service, Kraft General Foods and Campbell Soup Company.

Mr. Waldman is also the recipient of numerous awards for his work, including Clios, ANDYs, ADDYs, One Shows and many other international recognitions. He also served as a member of The Advertising Council's Creative Review Board. Mr. Waldman received his B.A. from Queens College, his M.B.A. from Baruch College, and his M.A. in Clinical Psychology from The New School for Social Research. He became a copywriter after careers as an actor, an elementary school teacher, and a counselor for Meadowbrook Suicide Prevention Center.

Contact Information:

Executive:
ThirdAge Inc.
1440 Broadway
Suite 2318
New York, NY 10018

Corporate:
ThirdAge Inc.
25 Stillman Street
Suite 102
San Francisco, CA 94107-1309

Advertising:
If you are interested in advertising opportunities with ThirdAge.com, please contact Emily Sheridan at emilys@thirdage.com or 617-285-4052.

Editorial & Support:
ThirdAge is interested in your editorial ideas, content proposals and feedback. If you have questions or comments about ThirdAge.com, click here.