The New York Times this morning reports on how the AARP is redefining its audience through its magazine - featuring younger people on the cover (like 50-year-old Dennis Quaid) and actually sending slightly different versions of the magazine to three different segments - 50-59, 60-79, and 70 and older. The goal is to make sure that editorial is age-appropriate; an article on hearing aids, for example, might be right for one group but not for another.
And, the Times writes, the strategy seems to be working. AARP - The Magazine is that rare printed publication that is seeing increased sales, profits, readership and advertising.
And, the Times writes, the strategy seems to be working. AARP - The Magazine is that rare printed publication that is seeing increased sales, profits, readership and advertising.
- KC's View:
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A good example of how important it is to drill down, analyze, and get as much usable information as possible...and, of course, to act on it. Not all senior citizens are the same, not all baby boomers are the same...and so on.
If you are behaving as if these groups - in fact, as if any group - is homogeneous, then you’re probably making a mistake.
