'Politico,' AARP Partner To Focus On Key Voters 50+

Politics and policy publication Politico is partnering with nonprofit organization AARP to bring attention to voters over the age of 50 for the midterm elections.

The partnership has a number of components, from an editorial series, spanning six months, to a poll.

“The Deciders” series will debut in June and run monthly in Politico magazine, focusing on issues impacting voters over 50, the population AARP targets. The series will combine polling, data analysis and data visualization tools built by Politico’s Interactive team, with narrative storytelling and photojournalism from Politico magazine.

"The Deciders" will explore what motivates this key voting group and “how they are reshaping the political landscape,” according to Politico. Voters over 50 will have the largest impact in November’s election, as they have the highest rate of voter turnout. Patrick Steel, CEO of Politico, called them “the voters who will likely determine its outcome.”



Politico and AARP believe this demographic is often overlooked or oversimplified in favor of the buzz around millennials and younger voters. Those over 50 care about more than Medicare and Social Security, Politico argues. The partnership will illuminate the complexity of this age block.

Data and storylines in “The Deciders” will appear in Politico’s other franchises, such as Playbook (Politico's morning politics-focused newsletter), Playbook States newsletters, membership offering Politico Pro and the Women Rule community platform.

In addition, Politico Playbook authors Jake Sherman and Anna Palmer will host four events in key states featuring candidates from both parties discussing issues that affect voters over 50.

Politico's Focus Brand Studio will also commission a research program to compliment the Politico/AARP polls. The study will published as branded content in the form of a final report, voter persona “cards” and AARP-sponsored articles.

2 comments about "'Politico,' AARP Partner To Focus On Key Voters 50+".
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  1. Peter Rosenwald from Consult Partners, April 25, 2018 at 11:03 a.m.

    What a great idea!

    If the content can focus on issues and not allow all the surrounding 'noise' to drown them out and AARP's membership base can be energized to vote, this initiative should really make a positive difference in a terribly confused political environment.     

  2. Paula Lynn from Who Else Unlimited, April 25, 2018 at 3:51 p.m.

    Until enough people feel enough personal pain, nothing changes. It takes 1-2 years before the consequences of measures are felt by the public. Their water is dirty yet, their tax increases that haven't had to trickle down to local and state increases yet, their food and health cost increases haven't really been felt yet. We'll see what AARP brings that assumes everyone has a nest egg. 

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