BabyCenter? What About ElderCenter? (btw, domain taken)

In 2001, Johnson & Johnson bought BabyCenter.com for $10 million.

Today, J&J announced they'd close the online store in an effort, the company says, to concentrate solely on digital media (the content part of BabyCenter.com). 

According to AdvertisingAge 

The move gets J&J, which does the vast majority of its consumer-products business through other retailers, out of the online-retail business. But it wasn't concern over channel conflict or profitability of the store that dictated the decision, said Tina Sharkey, global chairman of BabyCenter. "By transitioning into a fully featured media platform, we now have commerce media as one of the things we offer," Ms. Sharkey said. She declined to comment on whether the online store was profitable.

I doubt it. Anyway......what does this have to do with the senior care market?

With declining birth rates, J&J must be a little concerned about the future of it's BabyCenter property and for that matter, it's baby care product lines.  And it is not only the United States that is experiencing declining fertility rates. Canadian birthrates have also hit an all time low and the European Union has predicted an overall drop in Europe's population of 7 million people by 2050.

(On a side note, one often overlooked fact about declining birth rates is that 25 years from now, there'll be many elderly people who are childless and who may not have anybody to care for them. Not good.)

But what we will be seeing the next 25 years is significant growth in the aging populations around the globe.

So what about J&J launching a senior care equivalent to BabyCenter.com? Seems like that would be a perfect complement to J&J's product lines that cater to the aging population. In fact, I've been surprised at how few consumer product companies have pursued such initiatives. My guess is this will change in 09.