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Not too long ago, everyone was talking about the success and promise of digital-only news outlets like BuzzFeed and Mashable.
These publishers started with unique positioning and attracted significant web traffic. For example, Mashable focused on technology, while BuzzFeed was known for its viral videos.
However, these sites kept broadening their editorial focus until they eventually became “jacks of all trades.” The problem is this one-size-fits-all approach to media is exactly the opposite of what consumers are seeking.
What Consumers Want
Consumers are surrounded by 24-hour cable news, websites, radio and newspapers, not to mention the myriad of social networks from Facebook to Twitter to Snapchat.
With so many options, people want to know they can turn to reliable media outlets for consistent, high-quality content focused on a specific area of expertise.
Today, media consumers are “picking and choosing the media that fit their needs” and are “becoming more in control” of their media consumption, says Tom Rosenstiel, Executive Director of the American Press Institute. When media outlets begin providing unrelated or irrelevant content, that can undermine the consumer’s already tenuous sense of trust.
How AARP Media Delivers
AARP Media is not a one-size-fits-all media outlet. Instead, we offer niche and scale by delivering a highly-targeted audience, reaching nearly 38 million members.
Through our three properties — AARP The Magazine, AARP The Bulletin, and AARP.org — we focus on 50+ consumers who have raised their hands and made an active decision to join AARP, the leading organization that advocates for them. At the end of the day, 50+ consumers know AARP Media will deliver information focused on their interests.
To serve these members, AARP Media develops and curates content focusing on the specific subjects that matter most to this audience. Every other month, AARP The Magazine delivers high-quality content via three versions, each geared to a different demographic. One version is for readers age 50 to 59, one for those 60 to 69, and one for those 70+. AARP The Magazine includes pertinent health and fitness features, financial guidance, travel and consumer information and tips, celebrity interviews and book and movie reviews.
The trust we’ve built with readers because we meet the needs of the 50+ audience at each life stage has allowed us to continue to grow. In fact, according to MRI, AARP The Magazine recently became America’s most-read magazine. In recognition of our outstanding editorial content, Bob Love, the Editor-in-Chief of AARP Publications, including AARP The Magazine and Bulletin, won Folio’s 2017 Eddie and Ozzie Top Editor Award.
Our highly relevant environment is good news for advertisers as well as consumers. When our readers engage with AARP Media, they are actively looking for products and services. In fact, AARP.org attracts 13.7 million unique monthly solution-seeking visitors, 83% of whom will make an online purchase in the next 30 days. On the print side, 7 in 10 AARP The Magazine readers read 4 out of 4 issues of the magazine.
In 2018, consumers will continue to seek out content that meets their specific needs and advertisers will follow their lead. In many cases, that content will be found in niche publications that have a strong connection with their target audience