AARP The Magazine readers not so retired any more

AARP THE MAGAZINE, revealed a major redesign with the September/October issue, featuring actor Dennis Quaid on the cover.  More white space, shorter articles and numerous referrals to the redesigned website, http://www.aarp.org, are among the changes.

The editorial slant has also changed to target younger-thinking readers, about half of whom are not retired.  Formerly known as the American Association of Retired Persons, the organization started going solely by its acronym a decade ago, and now its magazine is adjusting to reflect the changing attitudes and interests of its readers.  For example, the channels on its website recently expanded to 13 (from seven) – including one channel for technology, “debunking the perception that older Americans are not computer literate,” as nytimes.com points out.

Published bi-monthly, the magazine is mailed to all its members (24.4 million in 2009), with slightly different versions for each age group (50-59, 60-69 and over 70).  The industry association Magazine Publishers of America reports AARP The Magazine second quarter ad revenues increased 15% over last year, reaching $24 million.

Nancy Perry Graham, ngraham@aarp.org, is editor.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: