Marianne Mowinckel, editor in chief of “VI OVER 60” explained to two of the three visiting American marketing-to-boomer experts that there are around 900,000 something individuals over 60 in Norway—and over one-third of them read the magazine on a regular basis.

Paraphrasing my co-presenter Chuck Nyren, this would be a magazine marketer’s dream come true, as one could basically address every prospective subscriber by name.

“Hey, Arnt. I noticed that you just passed the news stand and didn’t pick up this month’s copy. Here, be my guest—and why don’t you subscribe so that I don’t have to chase you down the street next time?”

The astonishing success of this old-timer publication (because it’s been around over 15 years, not because “old-timers” read it) has to do with its accurate reflection of the spirited attitude of Marianne and her crack team on both the editorial and business sides of the publication.

While the publication looks very much like a glossy women’s magazine (think a cross between “More” and “Ladies Home Journal”), the readers are split 50/50 between men and women. The secret? An insert that provides difficult-to-obtain-elsewhere financial and legal advice for over 60’s, advising them of their rights, legal changes, helpful information and so on.

“Many men go straight to this section, lift it out and file it,” explained one of the staff.

“I’m not sure if they ever read it, but they put it in a safe place and feel that much more secure about their future.”

Are you listening, Arnt?

Carol Orsborn