AARP the Magazine
July/August 2006 cover featuring Colin Powell
|Editor In Chief||Robert Love|
|Frequency||Every other month|
|First issue||1958 (as Modern Maturity)|
2002 (as AARP The Magazine)
|Based in||Washington, D.C., U.S.|
History and operationsEdit
In 1958, AARP began publishing a magazine titled Modern Maturity. Modern Maturity was later split into two editions, one for AARP members ages 59–65, and another for members over 65. In spring 2001, AARP began publishing My Generation targeting a younger Baby Boom audience. In 2002, AARP combined the resources of its two publications into a single magazine to be published six times a year called AARP The Magazine.
The Editor-In-Chief is Robert Love, as of September 2020. Love has held the position since 2013. Prior to AARP, Love held editorial positions at The Week, Reader’s Digest, Rodale's Best Life, Playboy, Rolling Stone, and New York.
In the late 1990s, the AARP sought to alter perception about older Americans. One of the first steps was to change the name of the organization's monthly magazine and focus the editorial content on active seniors still in the prime of their lives. Cover subjects were changed from people such as Betty White, who was 77 at the time, to Susan Sarandon, who had recently turned 52. Other cover subjects since then have included Bruce Springsteen, Sally Field, Valerie Bertinelli, Dr. Memet Oz, and Dennis Quaid.
Advertising and CirculationEdit
At the time of its creation in 2002, AARP The Magazine combined the circulations of two publications, Modern Maturity with 17.1 million, and MyGeneration with 4 million.
The magazine is sent to every AARP member, and thus is the largest circulation magazine in the United States; it has held that position since the late 1980s. The circulation of the magazine is 23,428,878 copies as of December 2015.
In the second quarter of 2010, AARP The Magazine sold US$23.9 million in advertising. This represented a 14.5% increase over the same period the year earlier. In 2017, a full-page ad in the magazine cost US$667,800, an 18% increase over the prior five years.
The magazine had a circulation of 22.5 million in 2017. During that same year readership, which is measured by survey, topped 37 million for the first time.
- "AARP The Magazine Editorial Calendar 2018" (PDF). AARP. Retrieved July 21, 2018.
- "Consumer Magazines". Alliance for Audited Media. Archived from the original on January 23, 2017. Retrieved June 1, 2016.
- Johnson, Angela (November 3, 1991). "Magazine for Older Readers Looking Robust : Media: Modern Maturity, edited in Lakewood, has become the nation's largest circulation periodical by catering to the aging U.S. population". Los Angeles Times.
- "Top 100 U.S. Magazines by Circulation" (PDF). PSA Research Center. Archived from the original (PDF) on November 15, 2016. Retrieved February 6, 2016.
- Newman, Andrew Adam (August 23, 2010). "A Magazine Now Tailored to the Not Necessarily Retired". The New York Times. ISSN 0362-4331. Retrieved August 4, 2020.
- American Association of Retired Persons, ed. (1958). Modern maturity. Lakewood, Calif.: American Association of Retired Persons.
- "AARP To Combine Modern Maturity, My Generation". www.mediapost.com. Retrieved August 4, 2020.
- "Lessons in Magazine Editing from AARP's Bob Love". Folio. March 30, 2017. Retrieved August 4, 2020.
- "It's the Biggest Print Magazine in the World—And It's About to Get Bigger". Washingtonian. June 7, 2016. Retrieved August 4, 2020.
- Times, Robin Toner New York. "AARP PUTS A NEW SPIN ON GETTING OLD". OrlandoSentinel.com. Retrieved August 4, 2020.