New AARP Magazine Is Courting Younger Readers
New York Times (01/22/01) Vol. 104, No. 47 p.C1; Kuczynski, Alex

In a play initiated to broaden its readership, AARP has changed the look of its lead magazine, Modern Maturity, and unveiled a Modern Maturity sister publication called My Generation. The new magazine is directed at the baby boomer set, or people between the ages of 45 and 55. AARP hopes to persuade middle-age people that it is "hip" to be old, and is beginning the task by giving itself a makeover. Modern Maturity now boasts a bold, new cover design that features two large M's, with the words "Modern Maturity" in small type. AARP plans to reduce Modern Maturity's current readership of 20.8 million to 17 million by next year to make room for My Generation readers. Hugh Delehanty, editorial director of Modern Maturity, said circulation for My Generation will then be raised from its maiden circulation level of 3.4 million to 10 million, as distribution for Modern Maturity continues to shrink. AARP hopes to capture My Generation's target audience with articles about beauty, aging, and profiles of celebrities in that age group. Actor Ed Harris is slated to appear on the first cover.


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