My column in today’s Chicago Sun-Times deals with the new wave of explosive growth among health information websites. The trend is fueled by the growing number of mid-life Americans who see the web as a primary source of guidance on health matters. Earlier post on Focalyst research documenting the trend is here.

I’ve launched a new monthly column in the Chicago Sun-Times called 50+Lifestyles, focused on business and consumer trends in the Boomer market. The column complements the paper’s 50+Lifestyles section, which is a cooperative venture of the Sun-Times and 50+Digital. The first column looks at 50+ social networking, and features an interview with Robin Wolaner of TeeBeeDee.

50+Digital is partnering with the Chicago Sun-Times to create an exciting new special section focused on the next chapter for Boomers. The first edition of 50+Living appears in today’s Sun-Times as a 12-page pullout section; we’re providing editorial horsepower for the project.

Newspapers remain an ideal channel for reaching Boomers. Among adults age 50-59 years of age, 52 percent read a newspaper daily—and 60 percent are regular Sunday readers, according to the Newspaper Association of America. [pdf] Some other newspapers around the country have experimented with content specifically targeting this demo, including The Washington Post, which recently published 50Plus: Boomers Put Old on Hold.

The first Sun-Times 50+Living section focuses on personal finance. Some of the key articles:

Spinning the wheel on Social Security. How to decide when to begin taking a payout.

Why the financial pros are targeting women. A look at the move by financial services giants to step up their marketing to affluent female investors.

Long term care insurance a good hedge. Sun-Times financial columnist Terry Savage looks at the pros and cons.

The index for the full section is here.