Their marketing pdf has been saved for posterity :-)

As is not unusual, they've done some torturing of statistics in their
'target demographic' claims.  The two that jumped out at me were:

* Claims of wealth of the "Age 50+" group (eg, can afford to take up
scuba diving, vacations, etc).   However, their stated target
demographic is 38-53, since the "Age 50+" claims don't apply for ages
38-49, it begs the question as to why DEMA is providing claims that do
not apply to 75% of their target demographic group?

* Claims of significance of women in making household financial
decisions.  While the general conclusion is not being disputed, what
is odd is that significantly newer study reports exist.  Other
industries who are interested in this factor are currently using 2005
publications, whereas DEMA used a 1997 publication.  This begs the
question as to why DEMA is using old reports when "A Decade Newer"
studies exist.  For example, was this due to poor researching by DEMA,
or budget to buy these newer studies, etc?

YMMV, but the combination of at least the above research shortcomings
IMO suggests poor 'due diligence' and/or researching skills, to which
one must then question the overall credibility of all of the claims
that DEMA is making in this marketing campaign.

-hh