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Another great source are news release distribution services. You can sign up to receive their news releases by email. Common ones are Internet Wire (http://www.internetwire.com), Internet News Bureau (http://www.newsbureau.com), and PR Web (http://www.prweb.com).
In addition, there are search tools you can use to make your data collection easier. Copernicus (http://www.copernic.com/desktop/index.html) is search software that is downloaded to your computer. It will search most search engines for keywords and phrases. You can get a free trial version to see how it works. Tracerlock (http://www.tracerlock.com) is a web-based service that searches most of news portals on web and then alerts you by email when it finds your keywords. I have found this very useful and gladly pay its monthly fee. Spyonit (http://www.spyonit.com) is a free service that will spy on specific URLs or keywords and phrases. It delivers what it finds to you by email.
Don't overlook magazines and journals that are specific to your audience. For older audience, I keep an eye on AARP magazines, Readers Digest, Aging Today, and several others. Even a regular perusal of daily newspaper will yield lots of information. USA Today is a great source of quick, easy-to- understand statistical data. Take a look at NYTimes online, and sign up for The Wall Street Journal's online version.
By casting your information "net" in this way, you are more likely to come across data that will help you devise better marketing strategies. In addition, you will find a lot of content for your website and ezine.
Now, if I could just figure out how to use fact that older market is an up and coming group for pet supplies (it's true!).
Joanne Fritz, Ph.D. owns American Dream Publishing. She specializes in the mature market with three websites: http://www.notyetretired.com http://www.second50years.com http://www.ebiz-for-seniors.com