New Baby-Boomer Mag Takes Aim at AARP
A new lifestyle magazine aimed at the “ageless” baby-boomer generation launches next month and its CEO says the publication hopes to offer forty- and fifty-year-olds what they’re not getting from AARP the Magazine. Nashville-based ReZoom hits finer bookstores on March 9 with actress Jane Seymour gracing the cover. And, like the over-40 generation, the articles are fresh and hip, focusing on fashion and beauty, music, money, golf, love and, even, motorcycles, said the magazine’s CEO Jerry Cover.
The idea for ReZoom began to take shape 90 days ago with the launch of ReZoom.com, a news Web site and member organization, Cover said this week. “From the beginning, our plan was to be an interactive media company, so the magazine is only one part of that,” he said.
The publication takes a sort of tongue-in-cheek “we can do it better” swipe at the formidable, AARP the Magazine, which is both the largest association and consumer publication in the nation with a total paid and verified circulation of more than 23.4 million readers. “We’re not really trying to compete with them,” Cover said. “But we really think that what we’re doing better targets people in the center of their life. AARP’s market is the 65 and older market, the retirement market. Baby boomers don’t retire. So we’re not trying to remake a model that is decades old, we’re gearing for people in totally new and different way.”Digital is big part of the publication's strategy. Not only did it launch its Web site first, but it's also tying all of its magazine articles back to the Web site in one way or another. "The boomer generation is one of the highest new adapters to the Internet space," Cover said. "We believe that the blending of old media with new media is a key strategy for this generation."
Cover knows all about new media. He’s an entrepreneur with a background in Internet start-ups and helped launch college sports site, Rivals.com. His partner, Gary Glover owns the Glover Group, a magazine publishing and event management group in the Nashville. “We’re bringing together our two backgrounds to put together something very formidable in this marketplace,” Cover said.
ReZoom is a quarterly publication that retails for $6.95. The first issue features few advertisements, but Cover said the publication hopes to increase ad revenue as interest in the publication grows. For now, the publication is focused on delivering its “second life” theme to readers. “In this issue, we have an interview with (Summer of ’42) actress Jennifer O’Neill, who is a great example of what we call ‘rezoomers’ – people who reinvent themselves in center of life,” Cover said. “It’s about people who believe the best is yet to come.”