New York Times-backed mag targets 60something Boomers

New York Times-backed mag targets 60something Boomers

by Cree McCree

WHAT’S HAPPENING

Life begins at 65. As the Boomer hordes start to tackle tough aging issues — health, relationships, housing, money — the New York Times aims to lend a hand with Your Guide to Better Living, a print magazine and website launching on March 1, 2011.
Premiering in Sarasota, FL (a hotbed for retirees), it will be home-delivered to local newspaper subscribers and widely distributed at supermarkets, drugstores and assisted living centers.
The Times isn’t the only media outlet eying silver marketing dollars. CBS News has partnered with USA Today on Senior Moment, a website with an ongoing series of articles and videos aimed at freshly minted retirees.

WHAT THIS MEANS TO BUSINESS

Print magazines may be bleeding red ink, but a free title that’s dedicated to helping Boomers stay on top has a pretty good shot at success. Dubbed the Me Generation back in the ’70s, they still love being in the spotlight.
The freewheelin’ couple featured on the Your Guide website are poster children for better living, Boomer-style. But will this youth-obsessed demo embrace their senior moment? Stay tuned.

RESOURCES

About these ads

Iconowatch