AARP introduces AARP The Magazine with the March/April 2003 issue, bringing together its two premier titles—AARP Modern Maturity and My Generation magazines—into a single lifestyle publication built on the strength of the AARP name. The new publication will be delivered to the former titles’ combined rate base of 21.5 million households (reaching almost 35 million AARP members), making it the largest circulation magazine in the nation.
The new magazine segments its readership into three editions, appealing to each of its key demographics. There is a boomer edition targeted to 50 to 59 year olds, incorporating much of the groundbreaking content in My Generation, which was launched in spring 2001 for AARP’s growing boomer membership. The new magazine will also publish a 60-69 year-old version and one tailored to the 70+ segment. In addition, the publication will launch a new website — www.aarpmagazine.org, — with new web exclusive features, enhanced easy-to-use message boards and additional versioned articles from all three editions.
What’s in a name? Everything, according to Publisher Jim Fishman. “The magazine is better than ever, with new departments, a sharp, updated look, and more entertaining and informative articles,” said Fishman.
Readership surveys find the AARP name resonating most with members. “We’ve learned that what brings us together across generations is stronger than that which divides us, and we’re speaking to this unity with the AARP brand,” said Fishman. “AARP The Magazine will continue to appeal to all our member audiences while providing specialized content tailored to each age group.”
Editorial Director Hugh Delehanty is editor-in-chief of the new publication. Betsy Carter, formerly editor-in-chief of My Generation is creative director, focusing on developing the boomer edition and launching new information products. AARP has consolidated the editorial teams, maximizing the strengths and talents of each group. The AARP Publications Group will continue to be based in Washington, D.C., and also will continue to maintain editorial and advertising sales offices in New York.
The AARP Publications Group also publishes the monthly AARP Bulletin and two quarterly publications — Segunda Juventud, a bilingual newspaper and NRTA Live & Learn — the source for seasoned educators.
AARP is a non-profit, non-partisan membership organization for people 50 and over. We provide information and resources; advocate on legislative, consumer and legal issues; assist members to serve their communities; and offer a wide range of unique benefits, special products, and services for our members. These benefits include AARP Webplace at www.aarp.org, AARP The Magazine, the monthly AARP Bulletin and Segunda Juventud, a quarterly, bilingual newspaper. Active in every state, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands, AARP celebrates the attitude that age is just a number and life is what you make it.