Who's reading publications for Geezers, Elders, and Grands? Supposedly Boomers... or are they?

This week's Business Week magazine asks the question, "Do Baby Boomers really want to be reminded of their age?" The story goes on to point out the recent proliferation of magazines and web sites targeted to Boomers and wonders if they'll last.

Yes and No. The sites and publications that focus on what Boomers care about will do just fine. Those that tie everything to aging will fold pretty quickly.  I've been surprised by some of the titles that have come out, such as ELDR, a magazine that debuted in July for 60-somethings. I don't know that I'd want to be seen buying a magazine by that name, nor would I leave it on the coffee table next to my current Newsweek, which features the fascinating Facebook founder.

Geezer Jock, on the other hand, makes me laugh,  so it doesn't come across as offensive... and it's not. Most of the stories in it are focused on mature athletes. In other words, Jocks, folks who still still exercise, compete and enjoy actively participating in various sports. (Did you know, by the way, that Boomers make up HALF the U.S. Tennis Association and more than half of the U.S. Rowing Association?).

Boomers don't suddenly change their reading habits when they pick up their new bi-focals. We don't wake up and decide to put down People, Newsweek, Fast Company just because someone decided to slap a bunch of targeted ads between glossy covers and call it a day. Flip though any of these new magazines and you'll find ads about investments, real estate, drugs, and at-home medical devices. Do we care? Sure, we care about those topics, but not necessarily more than we care to know about new beauty products, fashion, vacation getaways and tips on pet ownership.

And if I see one more magazine with a cover that screams "60 is the new 40!" or something similar, I'll rip it up right there in the bookstore. Why should 60 be anything other than 60? What's wrong with being whatever age you are? Age isn't the point anyway. Boomers read what's interesting to them. We don't need to have it censored, filtered, or dumbed down (though, admittedly, a bigger type font works nicely, thank you).

I predict greater success for online Boomer publications and social networking sites, in part because Boomers are increasingly spending time online doing research and sharing information. Being able to access information on demand, in private, is just more appealing all the way around than standing in line at the bookstore to buy a title that advertises our age group. Hopefully, these new publications will at least be on recyclable paper so when we toss them we can feel good about our pro-environmental efforts!

Comments

[GoingLikeSixty]

Hi,
I agree with your thought that boomer targeted magazines and websites tied to aging will fail.
IMHO, the sooner the better.
I'm sixty and I share your feelings about not really wanting to be reminded about that at every turn.
Good post.
Here's an monumentally stupid concept:
the ElderBrowser.
http://www.timegoesby.net/weblog/2007/08/you-can-help-bu.html
Ronni Bennett is on a mission to segregate bloggers over fifty. She refers to us as ELDER bloggers.
Now she wants a browser for elders.
How about AOL?