Boomers Grow The AARP

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New York Times today looks at magazines run by non-profit organizations. One segment of the story really stood out.

AARP the Magazine bills itself as the “world’s largest circulation magazine,” and it is true by a wide margin because of the expanding base of boomer readers. Six times a year, the magazine is shipped to 22 million homes representing 37 million AARP members. They receive the magazine as part of their $12.50 annual membership, which also gets them a regular bulletin.
AARP, according to the financial statements of its parent organization, increased advertising revenue by 37 percent, to $106 million, in 2005, from $77.6 million in 2003. Just as important, the magazine plays a central role in promoting AARP and affiliated products like insurance, from which the organization makes $300 million a year in royalties. Then there is $84 million in federal and other grants, as well as $55 million in contributions.

That $545 million in “non-profit.”

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.