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 Launch Pad: ELDR Frequency: Quarterly Concept: Inspiring and empowering readers over 60 to live a more meaningful live and successfully navigate the challenges of aging Target Audience: Aging Boomers (over 60) with incomes of more than $100,000 and more than $1 million in disposable income Questions with ELDR founder and publisher: Chad Lewis① What is the most important achievement your magazine has accomplished in today’s marketplace?ELDR is challenging the traditional concept of what it means to age. Today’s elders are adventurous, independent and defining aging on their own terms. ② What was the biggest pleasant surprise? We staked out a different point of view and have been very surprised at the overwhelmingly positive response from readers. We expected more dissent. ③ What was the most important hurdle you were able to overcome? Getting people to understand that the word "ELDER" connotates respect and wisdom. It is a good thing to be an elder. ④ What is the biggest challenge you are facing today? Convincing advertisers that ELDR readers have the money, time and psychographics that they need to reach and be associated with moving forward. There are over 40 million people in the United States over 60; they have $1.3 trillion in annual spending power, and 13,000 more turn 60 every day. ⑤ Imagine you have a magic wand and you can strike the magazine and make it human? Describe that human being. This human being is wise, knowledgeable, and has lived a life full of challenging, yet wonderful experiences. The challenging issues of aging has not dampened his or her enthusiasm or desire to be engaged and active. This human being has experienced loss but still has a marvelous sense of humor. ⑥ What advice do you offer to someone wanting to start a magazine? You need a market that is attractive to advertisers, as well as resources to connect them with the readers. The it comes down to execution. ⑦ Finish this sentence: In 2011, your magazine will be … The LIFE magazine for a whole new generation of Boomers. IN THE CURRENT ISSUE OF MIN MAGAZINE
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