Not Your Father’s

  • by February 15, 2001
Not Your Father’s

Alex Kuczynski, writer for the New York Times, recently brought us up to date on the spin-off of Modern Maturity. We reported the planning of “My Generation” awhile back, but if you’re aiming at the 45- to 55-year-old segment, you’ll be interested in some of the publisher’s philosophy and planning. This new publication is AARP's way of letting baby boomers know that it's hip to be old. And, as America's population ages faster, advertisers clamor to reach those older, fatter wallets.

Hugh Delehanty, editorial director of Modern said the magazine planned to cede some of its 20.8 million readers to My Generation. The magazine will introduce with a circulation of 3.4 million and will also sell the magazine on newsstands. By next year, the circulation of Modern Maturity, which is distributed solely to AARP members who choose to receive it, will be down further, to 17 million. In five years My Generation is expected to reach 10 million.

And, AARP is set to reintroduce a much more attention-grabbing, slicker-looking Modern Maturity aimed at the 55-and-older crowd. Jim Mr. Fishman, the publisher, said "The wave of baby boomers has really changed the way we look at aging. We need to tell the members of AARP that this is not your father's AARP anymore. It's no longer about turning 50 and spending 20 years getting feeble." Betsy Carter, the editor in chief, said "This generation is all about, `Hey I've just turned 50, and why haven't I done all the things I wanted to do in my life?'”

Modern Maturity's advertising revenue grew to $88.4 million in 2000, up from $68.1 million in 1999, according to the Publishers Information Bureau. Modern Maturity, publishes two editions of the magazine: one goes to readers over 65, with content more appropriate to that group, and one to those under 65. Advertisers can tailor their ads to fit the demographic.

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