RVA Media Innovator No. 5: Boomer Magazine Taps Blossoming Demographic

Boomers are booming in Richmond, Va. 

Just look at the recent growth of Boomer Magazine, a free, bi-monthly, glossy magazine serving up fresh content on everything from antique cars to travel destinations. This media outlet is the fifth topic for our Richmond media innovator series

Boomer Magazine’s June-July 2011 issue boasts 130 pages of useful and engaging content for boomers and non-boomers, as well as advertisers looking to tap into this powerful demographic. 

About Boomers

With more than 77 million boomers in the U.S., according to the U.S. Census Bureau, this advertiser-friendly demographic is blossoming. By 2030, Boomers born between 1946 and 1964 will represent an estimated 20 percent of the population. Federal stacticians indicate this means 10,000-plus baby boomers will turn 65 every day for the next 19 years.

With the tagline “Central Virginia’s favorite writers,” Boomer Magazine features many of the Richmond Times-Dispatch’s best known writers and columnists under the editorial red pen and belly laughs of Ray McAllister. (On a side note, McAllister wrote a 1995 Times-Dispatch feature about me and my former company car, the Oscar Mayer Wienermobile.)

A who’s who of Richmond media

Ross Publishing, the owners of Boomer Magazine, brilliantly taps Richmond’s past and current media stars on a regular basis, including:

  • Bill Bevins, Lite 98’s current morning show host
  • Lisa Schaffner, former WRIC-TV 8 anchor and current UNOS communicator
  • Betty Booker, a reporter and columnist with 35 years of service at the Times-Dispatch
  • Gary Brookins, an award-winning cartoonist
  • David L. Robbins, a Sandston, Va.-born author of historical fiction
  • Daniel Neman, former movie critic for the Times-Dispatch
  • Richard McKann, WRVA-AM’s Saturday morning home improvement guru with a local plumbing business 

Giving readers what they crave

The Ross family has taken the brand equity of these familiar names, and subtly transferred it to their publication by offering a channel for these print, TV and radio personalities to continue engaging with Richmond readers. Readers love it and appreciate the opportunity to consume these writers’ perspectives on news and information sharing.

How they innovate

The magazine uses creative storytelling techniques to keep articles tight, informative and entertaining. Boomer Magazine further connects with readers via http://www.theboomermagazine.com, as a companion to its print magazine. Blogs, videos, contests and product guides fill this entertaining and dynamic site. 

Keep an eye out for Boomer Magazine to continue its growth beyond its 55,000 bi-monthly print run with new channels, compelling articles and relevant features. 

Did you know?

AARP The Magazine is among America’s largest circulation publications at nearly 24 million subscribers. AARP Bulletin has a similar number of subscribers. 

Jonathan Rhudy isn't a Boomer, but he does enjoys seeing how Boomers are embracing social media.