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• W44890265 abstract "What are effects of media market segmenting? The evolution of specialty magazines for older readers -and shifting definition of that elusive group-can be seen in repeated name changes of some publications. For example, magazine for older readers that is now called New Choices started in i96i as Harvest Years. By 1972, it had become Living, only to be renamed so Plus in 1978. When Reader's Digest Association purchased magazine in 1988, it became known as New Choices. Over time, editors also have added subtitles. The full magazine name became New Choices far Lining, then New Choices: Living Even Better After 50, and, most recently, New Choices: The Magazine for Your Health, Money & Travel. Interestingly, this last change removes any reference to age. There are other examples of disappearing or vague references to age. AARP'S Modem Maturity in 2001 changed its title to MM in large letters, with Modern Maturity in smaller letters below. And, in an increasing fragmentation of market for older readers, AARP started My Generation in 2001, new publication targeted at baby boomers ages 45 to 55. According to editor, these are people who do not want to be told they are old (Cutter, 2001). Newspapers, too, have created special magazinestyle sections or pages for older readers. Some are annual publications with straightforward titles, like of The New York Times. Others have come out more regularly with titles that do not immediately scream old, such as The Wall Street Journal bimonthly, Encore. Name changes and special sections indicate changing landscape of media. Once, mass circulation magazines ruled land, and it seemed newspapers had to do little more than publish each day to succeed. Today, circulation has dropped. One reaction to fewer readers is targeting of certain demographic groups that apparently are more attractive to advertisers, such as young and most affluent. Kovach and Rosenstiel (2001), two news analysts, say that the creeping journalistic isolation of recent times coincided with business strategy at many newspapers and later television stations to enhance profits by going after most affluent or efficient audience rather than largest. At newspapers, these authors say, this phenomenon translated into targeting circulation toward most affluent zip codes. For television, it became quest to dominate 18-- to-49 age market. The result: [T]he paper or TV station could ignore certain parts of community in its coverage, which saved money (Kovach and Rosenstiel, 2001). Although Kovach and Rosenstiel were concerned with newspapers and television, one could argue that same is true for magazines. Mass-circulation magazines have given way to publications that market themselves to specialinterest groups. Even mass-circulation magazines target certain groups with special editions, such as US. News & World Report's Retirement Guide 2001' on June 4 that pictured skydiving baby boomer with title Here Come Zoomers: Baby Boomers Turn 55 and Reach for High Life. (Zoomer is word Del Webb Corp., builder of Sun City Center retirement communities, coined and defines as a no limits baby boomer who sees retirement as fast lane to more energetic, new life characterized by healthy living, high level of physical activity, quest for further education, and who possesses technological and financial savvy [Cutter, 2001].) Undoubtedly, it is efficient to target publications to certain readers. In obvious cases, such as magazines about gardening, cooking, backpacking, or model railroading, targeting allows in-depth coverage of what is most important to those who bother to buy and read these publications. Sometimes special focus is period in life; one example is magazines targeted to parents. But should aging be specialty market? …" @default.
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• W44890265 date "2001-10-01" @default.
• W44890265 modified "2023-09-24" @default.
• W44890265 title "Specialty Magazines and the Older Reader" @default.
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