MAN BEFORE HIS TIME
Nearly a decade before Joan Baez cut her first record, J. Arthur Rath was promoting folk rock music. “More than 15 years before automatic teller machines became common in every supermarket, Art Rath came up with an idea for electronic banking. “And 25 years before Time magazine would report on the ‘graying” of America,’ Art Rath published a book, The World’s Richest Market, which identified those over 65 as the fastest-growing segment in the United States.
“In the 1970s, he developed an idealized pre-retirement program for workers, starting when they hit their 40th birthday. This was subsequently published by the American Management Association in 1985. “Predicting these directions before they became ‘trends’ won Arthur Rath the reputation of being a man ahead of his time during his ongoing career as a public relations professional and as a university professor.” “Alternatives,” South Carolina, November 1990.
BACKGROUND
J. Arthur Rath III, born and raised in Hawaii December 30, 1931; Kamehameha Schools ’49, member of Alumni Hall of Fame; Hamilton College ’53; Syracuse University postgraduate studies. Public Relations Society of America Accreditation ’65. The Sixties, in Marquis’: Who’s Who in America…in Business and Industry”…in the World.” Taught at S. I. Newhouse School of Public Communications, Syracuse University for 25 years. Full-time bank job while at Hamilton College, then Ottaway Newspapers-Radio in Oneonta, NY, promoted to advertising manager in Stroudsburg, PA. Joined Spitz Advertising in Syracuse, NY, in 1961 went to L.M. Harvey & Co., Inc, national public relations agency (NYC, Chicago, Rochester, and Syracuse offices), formed The Rath Organization Inc. in 1965.
RECOGNITION
Three-time winner of the Public Relations Society of America’s Silver Anvil Award. Programs he worked on helped clients receive President Reagan’s Award for Private Sector Initiative, The President’s Citation, U.S. Department of Energy’s Innovation Award, Society of Consumer Affairs Professionals award—consumer education program of the year, Modern Masterpiece Award from the International Association of Business Communicators, and The Edison Award for Excellence in Innovation. "Marketer of the Year Award" by the Bank Marketing Program for Rath's "Key Bank" new corporate name and identity program.
READABLE WRITING SPECIALIST
In 1985 Arthur Rath developed the Rath Seniors’ Reading Index, (RSRI) a readability formula for computer users. This came 30 years after Robert Gunning’s “Fog Index.” His goal was to make writing “more readable” with prescriptions as well as analysis.
He presented workshops titled “Reading and Writing With Arithmetic” for electric and gas utilities under the aegis of their trade associations. These led to prescription-oriented workshops at individual utilities and expanded to other types of businesses.
His instruction began with RSRI tests of current work, then the workshops centered on improvements. He applied his “Grammar IQ” and suggested remediation by “Lowering Reading Levels with (word) Subtraction”, “Raising Reading Levels with (right word) Addition” and building kernel sentences with reader-pleasing techniques. He added “Visual Eyes”—explaining type, white space, and color psychology.
For Example
Consolidated Edison Company, New York, used RSRI to write with customers in mind by eliminating jargon and simplifying explanations. Pre-tests showed standard materials scored on the heavy reading side—at college text reading level. His revised approach lowered customer letters to reading grade seven—his target for Con Ed’s mass audience.
What did the revised letters sound like? Here’s a passage:
“We understand that keeping up with everyday expenses can be hard for some customers who are living on a tight budget or on a fixed income. If paying your bills on time is a problem, perhaps we can help.” The letter continues: “For example, we have information about government aid programs. You may be eligible for one of these, but first we need to know what your income and assets are to see if you qualify…” For Con Ed, Rath worked on letters, forms, and bill messages. A revised letters to customers convinced that their bill is wrong ended up beginning with: “You were right.” After becoming chairman of the National Energy and Aging Consortium, Washington, DC, where he worked with all national organizations interested in the elderly, he wrote “Living Independently”—a book-length guide “to stretch your budget, and be safer, healthier, and more comfortable.” New Jersey utilities published a “Living Independently in New Jersey,” version and mailed 500,000 copies to elderly customers. Other utilities adapted it also.
Here’s an example of how it read
Energy Conservation. Can you do it yourself? Sure! Here’s a list of easy projects that take no time at all, yet save a great deal of energy and money over time. Which measures have you already done? (Give yourself a point for each one.) …Your utility can do these projects, too. For senior customers, there may be a “package” of energy-saving measures that cost nothing—even a free audit… “Alternatives,” South Carolina, November 1990, continued:
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| Rath shown with articles he developed for Graflex, Rochester, NY, 1963. |
…“In the 1970s, Rath developed an idealized pre-retirement program for workers, starting when they hit their 40th birthday. This was subsequently published by the American Management Association in 1985.
Predicting these directions before they became “trends’ won Art Rath the reputation of being a man ahead of his time during his ongoing career as a public relations professional and as a university professor. Although folk rock and electronic banking are no longer changing our lives, the aging of America is growing more pertinent. Now Rath pursues his interest in the mature market through his seniors’ research and publishing organization, which houses one of the largest databanks on seniors’ opinions in the country.
“My interest in the mature market began long before I admitted that I might be growing older,” Rath says.
“Today, and every day, 5,600 Americans celebrate their 65th birthday,” he continued.
“They represent a new type of customer for American business and a shift away from our traditional way of doing things.”
While keeping in mind the many problems faced by seniors in our society, Rath contends that seniors—as a group—are an undervalued resource.
DEMYSTIFYING ELDERLY
“America’s corporate leaders need to know the truths, not the myths, about aging,” he said. “They also need to know how to accommodate the special needs of these customers.”
Rath says the “myths” that marketers encumber themselves with must be debunked before approaching the mature market with goods and services. He cites the realities about seniors:
-They have buying power—not only saving power.
-They comprise a diverse, segmented market.
-The mature market demands new products and services.
-They will try new products that better meet their needs.
-They are not miserly; they’ll examine both quality
and value within the context of price.
Although facts about America’s older population have been widely reported in the media, Rath says some important statistics should be in the minds of all who seek business opportunities with the mature market. They must understand that one in every eight Americans is over age 65; that 90 percent of older people live independently; and that an older American heads one-third of households that have discretionary income.
“But there is another side of the coin,” Rath commented, “and that is how people feel. The mature market doesn’t view itself in the say way demographics may indicate. Older Americans consistently see themselves as 10 to 15 years younger than their actual age.”
That means mature persons might more readily identify with Burt Reynolds than with Art Carney.
As an example, he points out the study conducted by The Wall Street Journal that shows people aged 60 to 74 consider themselves “middle aged.”
“And why not?” Rath said. “As Americans, we are living longer—those over 80 are the fastest growing members of our population—and mature Americans are on a fitness kick, as well as pursuing active hobbies and careers. People are having their first children in their 30s; women are becoming mothers in their 40s. Years ago, 35 was considered middle age.
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| Born and raised in Hawaii, Rath is descended from Hawaiian kings and Christian missionaries. His Menehune books explore Hawaiian history. |
“Projecting the right image can go a long way in encouraging business,” Rath added. “But that may not be enough. You need a reliable way to send your message.”
It’s not so much the type of business—education, health, real estate, human services, manufacturing-- that determines success with the mature market, he said; much depends on the language and medium.
“We did a study on the information resources of older persons in the South,” Rath said. “We found that newspapers and friends were the most commonly named sources for nearly 40 percent of those surveyed.
“But the most significant fact is more than 60 percent of respondents listed no sources of information at all—a true detriment if you have a service for senior customers you want people to know about.”
Many companies are now creating their own senior information source by sending direct mail to their older customers. “This can be a very effective way to communicate with the mature market,” Rath said.
THE BEST LANGUAGE
The secret to successfully written communication for seniors—or anyone else for that matter—is found in simplicity and clarity of language, he stated.
“When I say simple language, I don’t mean simple minded,” Rath said. “Clear language respects the intelligence of the reader, without presenting a struggle with the message” As examples he cites The Bible, and the writings of Shakespeare and Hemingway.
“You’ll find these authors generally wrote at a fifth grade level. Yet their words are considered among the most powerful in our language.”
Rath said consideration is often not given for what is a comfortable reading level for seniors.
For example, one recent study by Rath Seniors’ Research showed that about 98 percent of the vital documents older persons need to understand—such as insurance, Medicaid and Social Security notices—were at reading levels best suited for readers with an advanced college degree.
“Respecting older persons’ role in your business, and developing a way to communicate your message, are the first steps to take in establishing a toehold in the fast-growing mature market,” Rath concluded.
