The national quarterly, set for an initial run of 75,000, will be distributed free to select folks in high-income Zip codes and sold at Barnes & Noble bookstores. Publisher Chad
Lewis says advertisers so far have been "responsive and curious" to its pitch, and those in the debut issue run from high-end travel companies to Miracle Ear hearing aids to a Napa Valley winery.
Not a bad start, but shooting for the active elder demo has always been a trick -- especially when the target audience thinks 60 is the new 40. "It's a hard market to define," says Barry Parr, a media analyst for Jupiter Research. "The big challenge with this group is whether they're going to identify themselves as elders."
advertisement
advertisement