Tuesday, August 28, 2007

A boomer magazine from Martha?

I noticed an article in Adage that suggests that Martha Stewart might launch a magazine targeted at Boomer women. How much of this inside knowledge and how much results from the doldrums of a low-news August I have no idea.

This quote from the article gets to the nub of the issue.
One point that media buyers raise is that magazines revolving around their readers' ages aren't necessarily the most compelling; age itself is rarely a point of passion. People interested in fashion will read Vogue or Harper's Bazaar for decades; travel addicts are going to dive into Travel & Leisure or Condé Nast Traveler over and over.

It also goes beyond old vs. young. Lifestyle is playing a role in how the category evolves. Certain advertisers are going to need to continue reaching sub-segments within age demographics determined by their interests and needs.
So Martha, do you feel lucky? Well, do ya? Dick Stroud

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