Resources - Mature Market Headlines

Magazines target the boomer set

Business Week, 8/28/07

Abstract:

Do baby boomers really want to be reminded of their age? ELDR, GeezerJock, and other new magazines, along with such websites as Eons.com and the forthcoming TBD.com, are betting they do. Such outfits are part of a land rush for the audience the American Association for Retired Persons has long owned with AARP The Magazine (known until 2003 as Modern Maturity)...

...On the grayest end, ELDR magazine, which debuted in July, is targeting sixtysomethings with stories about yoga, tips to avoid falling or contracting osteoporosis, and interviews with people such as exercise guru Jack LaLanne, now 92...

...It will vie with the 115,000-circulation Grand, which bills itself as "the official magazine of grandparents." The bimonthly, first publishedin August 2004, serves up pieces on celebrity oldsters such as Goldie Hawn, Harrison Ford, and General Colin Powell.

> Read the full story > Return to 50+ Headlines