The panel consisted of Ellen Archer, SVP and Publisher of Hyperion/Voice, a new imprint of books for women 35+; Thomas R. Troland, Sr. Market Analyst of Meredith Corporation’s Research Solutions Group, Karen Murgolo, Associate Publisher of Springboard Press, which publishes books specifically for boomers, and Barbara Jones, Deputy Editor of More Magazine.

First up: Barbara Jones. More is a publishing phenomenon, the first to overtly target women 40-60 years old and showing that the market is there. Over the past six years, More has grown from 300,000 to over 1.2 million, more than tripling circulation. Another market for More are readers who are just turning 40, often with trepidation. They turn to the magazine to allay their fears, countering messages they get elsewhere in the media, that turning 40 is the beginning of the end.

While More has turned the publishing industry’s head for nearly ten years, the real growth spurt has been over the past several, with More’s editorial and graphics staff hitting stride with this complex and challenging generation. Here are some of the key learnings that Barbara shared with us. Keep in mind that the More reader is not the typical boomer, but more educated, wealthier, more independent, sophisticated, etc. In other words, don’t necessarily try this at home…

1. An Edgier Look. The More logo has lost its baby fat (my words) and is now hard-edged, in keeping with the self-image of the reader. This gal is climbing mountains, running major companies, traveling the world and proud of herself and her accomplishments from head to toe.

2. Showing Off. In the beginning, the cover gals tended to wear turtlenecks and jeans. It was revolutionary enough that More insisted that they leave their “laugh lines” un-brushed by the photo artist’s pen. That was kid stuff. Now the women on the cover are showing cleavage and wearing the dressiest clothes. Clearly aspirational…

3. Nix on Boom. The magazine clearly states that it is for women 40 and up. They no longer (if they ever did) refer to these women as “boomers.” When celebrities are invited to appear on the cover, they must be willing to appear alongside their age. (48, 57, etc.) No age, no cover. Barbara supposes that these women identify proudly with their redefinition of age more so than having a generational—or any group—allegiance. So the “boom” is out for More.

4. Even More. In fact, More has made the decision not to “grow older” with the boomer generation, but rather, be the magazine for 40-60 year old women forever. Not that they’ll abandon the boomer generation when we hit 65 or 70. Surmises Barbara, Meredith Corp. will surely come up with something new to keep this huge demographic engaged. How about “Even More” as a new magazine title five years down the road or so?

So, stay tuned for future blogs on the insights of this amazing group of experts…and the trend paper that is just begging to be written!

Carol Orsborn