Magazines Target the Boomer Set

New publications are catering to the over-50 crowd. But do baby boomers really want to be reminded of their age?

Do baby boomers really want to be reminded of their age? ELDR, GeezerJock, and other new magazines, along with such Web sites as Eons.com and the forthcoming TBD.com, are betting they do. Such outfits are part of a land rush for the audience AARP has long owned with AARP The Magazine (known until 2003 as Modern Maturity). "AARP is missing a segment of my generation," argues TBD.com founder Robin Wolaner, 53, who is angling to serve the liveliest of her generation. "We don't think it works to whip out a card and say, 'I'm 55.'"

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