BMG Music Service is hoping to raise the appeal of its record club among consumers over 30 with new specialized marketing strategies.

BMG Music Service is hoping to raise the appeal of its record club among consumers over 30 with new specialized marketing strategies.

The company-a unit of Bertelsmann's BeMusic direct-marketing division-is offering its members the ability to receive catalogs and e-mails specializing in "adult alternative" and "classic rock" selections.

Adult alternative acts will include Wilco, Lucinda Williams, Joss Stone and Ryan Adams; classic rock will feature Neil Young, Santana and others. The special catalogs and e-mails will also feature editorial picks and will highlight catalog items.

Many titles found under the new listings were previously offered through the club; however, BMG Music Service is hoping the creation of specific categories will increase shopping by members geared toward that material.

The company is looking to cash in on the growing audience of adult music buyers. RIAA statistics from last year indicate that 56% of music sales in the U.S. can be attributed to the over-30 market.

In other news, BMG Music Service has updated its site to feature improved discovery and personalization tools, featuring artist data from AMG and navigation technology from Endeca.