iMinerva.com Reaches "Women of a Certain Age" With Insights and Humor

OAKBROOK TERRACE, IL--(Marketwire - Jan 13, 2012) - iMinerva.com, a recently launched website for women 50+, offers inspiration, information, and entertainment for one of the fastest growing segments of the population -- baby boomer women*. Topics include categories such as reinvention, money, beauty, health, friends and family, with postings both serious and humorous.

"This is a powerful group that Madison Avenue is failing to connect with," noted Jonni Hegenderfer, the "voice" of iMinerva and publisher of the website. "Typically, marketers target women 25 to 54. At 55, it seems that this consumer is no longer important to the marketing mix. 'Mature' women become invisible as a consumer, and at best, viewed as granny, slowly fading into the sunset."

Hegenderfer introduced iMinerva.com to provide an online community to share experiences and observations affecting "women of a certain age."

"Minerva is the Roman goddess of wisdom, poetry, medicine and magic. Who better to help guide us than the goddess of wisdom?" explained Hegenderfer.

"There are thousands of mommy bloggers with a huge digital community sharing stories about temper tantrums, diaper rash, coupon deals, and the myriad concerns of life for a young mother," she added. "But when women reach their new maturity, the 'Third Act' as it is sometimes called, where do they go to complain about the laws of gravity dragging down body parts, or to get motivated to go back to school, or to mourn the death of a parent? My hope is that iMinerva will provide a resource and community that helps women continue to grow in wisdom and grace."

iMinerva.com addresses six categories with several sub-topics in each:

• Reinvention - Adventure, Careers, Travel, Learning, Trends, Volunteer
• Friends and Family - Generations, Taking Care of Mom, The Circle
• Money Talks - Cost of Living, Legal Issues, Real Estate, Retirement
• Fit and Fab - Body Works, Diet & Nutrition, Good Health, Inner Glow
• Stylin' - Beauty Secrets, Entertaining, Fashion Forward, Home & Garden
• Book Club - Books, Movies

Each month the website recognizes a woman of achievement. January's iMinerva is Diane Keaton who turned 66 on January 5. Dame Judi Dench, who recently celebrated her 77^th birthday, was December's iMinerva.

"These are energetic, vibrant women who define today's mature woman. They continue to explore new adventures and to work in their careers and their passions," noted Hegenderfer. "In fact, an iMinerva poll asked 'When is a woman considered a 'senior citizen'? Not surprisingly, the most common answer was 'never.'"

iMinerva can also be found on Facebook (Facebook.com/iMinervas) and Twitter (@iMinerva). A monthly eNewsletter was launched in January.

iMinerva.com is published by JSH&A Public Relations, a lifestyle PR agency serving Fortune 500 companies that are leaders in consumer products and services. Jonni Hegenderfer, the voice of iMinerva, is founder and CEO of JSH&A.

*Statistics

• According to AARP, those 50+ will represent 45 percent of the U.S. population by 2015, and women are 51 percent of that group with a life expectancy of 83 years.
• It's estimated that women 50+ control net worth of $19 trillion+ and own more than three-fourths of the nation's financial wealth. (Mass Mutual Financial Group - 2007)
• Women 50+ spend 2.5 times what the average person spends and are the primary buyers for computers, cars, banking, financial services and other big-ticket categories. (Marti Barletta, Primetime Women)
• In 2009, women 55+ were the fastest growing segment on Facebook. (Vibrant Nation)

To view a media-rich version of this release, go to: http://www.pwrnewmedia.com/2012/iminerva/launch/index.html