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AARP RECOMBINES MAGAZINE IT SPLIT

'Modern Maturity' and 'My Generation' Merge Back Together

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NEW YORK (AdAge.com) -- Less than two years after splitting its Modern Maturity flagship into
The two publications are being merged back together.
two titles, AARP is recombining them in one magazine with the working title of AARP The Magazine.

The move is effective with the 2003 March-April issue.

Advertiser concerns
Jim Fishman, publisher of both Modern Maturity and My Generation, said the move was driven by a desire to capitalize on the AARP brand name, as well as to address advertiser concerns over the shifting demographics of the boomer-aimed My Generation, owing to how it was distributed.

My Generation, which launched last spring to go to AARP members between the ages of 50 and 55, increased its distribution this year to go to an audience aged 50 to 56 and had plans to increase to 50 to 57 next year.

"Each year we change rate base and demographics and everything else," Mr. Fishman said. "That has been driving the ad community crazy."

Three age groups
Under the new plan, there will be three

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versions of AARP the magazine. One will go to those aged 50 to 59, one will go to those 60 to 69, and the final version will go to those 70 and older. The new magazine will boast a combined rate base of 21.5 million, 6.2 million of which will receive the 50 to 59 edition.

Hugh Delehanty, currently editorial director of both magazines, will become editor in chief of the combined magazine. Betsy Carter, formerly the editor in chief of My Generation, will now become creative director at the new entity. She will continue to oversee the version of the magazine aimed at the 50 to 59 age group, and will head up new ventures aimed at leveraging the AARP brand, such as books and newsletters.

Mr. Fishman will continue as publisher.

Magazines staffs
The My Generation staff will remain in New York, and the Modern Maturity staff will remain in Washington. Because new products are expected to be created, Mr. Fishman said there were no plans for staff cutbacks.

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