New Publications Cater To The Over-50 Crowd
Posted August 29, 2007
Along with such Web sites as Eons.com and the forthcoming TBD.com, magazine publishers are seeking a share of baby boomer readership. These businesses are part of a land rush for the audience the American Association of Retired Persons.
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. “We’re for people who want to stay active,” says editor David Bunnell, who started the still-popular tech bible PC World in the early 1980s. Starting with a circulation of about 75,000, ELDR aims to double that by 2009.
GeezerJock, now publishing eight times a year after its fall 2004 start, serves about 50,000 aging athletes—but stresses the athlete part. “We’re not going after old people, we’re going after age-group athletes,” says editor Sean Callahan. It, too, isn’t yet making money. But its backers believe so strongly that there’s a market that they are planning later this year to launch an offshoot, Masters Cycling, for cyclists with a bit more mileage on them.
