Newsweeklies build niche

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When it comes to targeting the mature market, newsweekly publishers are among those discovering a silver lining.

Time Inc. debuted its Time gold edition three years ago as an ad-driven service. Distributed 12 times a year, advertisers reach 1 million 50-plus readers.

"We are growing the business with the edit," says Sales Development Director Meredith Welch, who points out that the targeted editions carry selective content on topics such as travel, genealogy, second careers and nostalgia.

Ad pages from mature market advertisers have increased 24% to 40 for the first five months this year; the travel advertising category was up 49%, she says. Financial advertisers such as T. Rowe Price, Fidelity Investments and GE Financial Services have also climbed onboard.

US News & World Report and Newsweek also publish editions for the mature market.

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