The marketing to baby boomers goes further. Fishman noted the AARP no longer stands for the American Association of Retired Persons, but simply is a moniker for an organization that advocates for members 50 and older.
Annual membership includes a subscription to one of the magazines.
About 3.1 million AARP members between 50 and 55 began receiving the new magazine in the mail this week in place of Modern Maturity. The AARP plans to expand the age group receiving My Generation, adding a year annually until it replaces Modern Maturity altogether. As a matter of fact, we'll probably start a magazine for the Generation X crew sometime in the next few years. Having a My Generation magazine to differentiate the needs of baby boomers from the traditional members of AARP is a good step. As for the name, editor Betsy Carter said focus groups helped determine that.