In this case, the publication is titled “The Next 50: Central Virginia’s Lifestyle Magazine for the 50+ Generation.”

So far so good. The publication has an impeccable pedigree: its publisher Eric Lund is the same businessman who brought out a glossy shelter magazine for Charlottesville last year that is off to a respectable start. He knows to avoid words such as “aging” and “senior”: a real turn-off for this group. (As quoted in www.ReadTheHook.com on May 1.)

But here’s the rub. While his target audience is under 65, the publication carries a number of ads for assisted living facilities. Lund explains that this is for the readers who are in the caregiving stage regarding their elderly parents, not for themselves. (That’s the smart part.) But tell that to the boomer who is attracted to the photo of a hip rock and roll band of their peers on the cover, only to be reminded by the ads of the last thing they’d like to have on their minds—their own mortality—as soon as they flip the darn thing open.

Remember back in high school, when boomer gals would choose not to go out with a particular guy because they didn’t like his shoes? It’s kind of like that. Boomers are very careful about the company they keep. And if there is even a suspicion that “the other generation” is on the invitation list for readership, they’ll be happy to pick the magazine up—and pass it right along to mom or dad.

This is an issue that every publication aimed at 50+ has to confront. Knowing that the numbers support their lust, publishers actively pursue car companies, cosmetics and electronics firms. But inevitably—with a few notable exceptions (okay: Dove)—the first responders tend to be businesses like funeral homes, home stairway escalators and ads for incontinence products. Later, if the publication proves it has (not infirm) legs, the mainstream and luxury products eventually find their way in.

Meanwhile, some publications for 50+ boldly refuse to take “death and disease” ads, wanting to keep the mood upbeat for their readers. (And often go out of business quickly.) Others take the ads and hope that their readers don’t really notice. (They do.) And some, like “The Next 50” are smart enough to at least try to position this as a service for their caregiving readers, rather than for their own use.

Carol Orsborn