• San Francisco Chronicle, Monday, July 23, 2007 10:30 AM

With 13,000 people hitting 60 every day, and with most of them packing major spending power, Dave Bunnell thinks there are plenty of reasons his new magazine Eldr has a good shot at success. "This (magazine) isn't for people who sit around in their rocking chairs," says Bunnell, founder of magazines including PC World and PC."We are trying to redefine what it means to be 60."

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."

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