Landing in Stockholm for the grand tour of Europe sponsored by the Bayard publishing group—featuring three American marketing-to-boomer experts—I was dumbstruck. All I wanted to do was find the one publication with an older woman on the cover, announcing that I had located Bayard’s newest member of the family: Plus Sverige.

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While Americans trotting into advancing years pretty much on their own enviously eye European pensions and socialized medicine, the Europeans eye the American nickname for our generation “boomers”, as representative to them of an upbeat attitude about aging that is just dawning in Europe.

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The following begins a series of mini-reports on items of interest, big and small, gleaned from my recent tour of seven European countries with co-presenters Chuck Nyren and Brent Green, sponsored by Bayard, a leading publisher of publications catering to 40, 50 and 60+ with a readership in excess of 10 million.

Utrecht—Beware the dangerous backstreets of Holland, where an aging population and a cool new “scooter”, make for a potentially lethal combination.

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