2007-05-23 22:47:40 -

NEW YORK, May 23 /PRNewswire-USNewswire/ -- American Idol is neck and neck with AARP The Magazine, the world's largest circulation magazine and the only lifestyle publication geared specifically to the 50+ individual. That's right -- each media bigwig draws nearly 31.5 million Americans an "episode," according to the 2007 MRI Spring Study of the magazine's milestone readership released earlier today. Up 107 percent from 15.2 million in the fall of 2000, the audience growth was across all three specially targeted editorial editions. This increase is the latest

surge in an ongoing growth trend and further establishes AARP The Magazine as the leading publication for Americans 50+.

(Logo: http://www.newscom.com/cgi-bin/prnh/20070209/NYF043LOGO )

"Marketers now understand that AARP The Magazine is the only publication that allows them to speak unequivocally to the booming 50+ buying force," said Jim Fishman, Vice President/Publisher, AARP Integrated Media Sales. "Advertisers such as Anheuser Busch, Procter & Gamble, The Home Depot, Lancome, Kia, General Mills, Kraft, Pfizer, Liz Claiborne, Target and Wal-Mart are teaming with AARP The Magazine to tap the 50+ market; and the latest MRI report demonstrates they are investing in the right place."

Reaching 30+ million consumers, or one in seven of the total U.S. population, is no small feat. Other media giants in this exclusive club include:

-- YouTube: The U.S. audience for this Internet video phenomenon is 30 million. -- iPods: Thirty million units sold in the first four years alone, with more than 100 million units selling to date. -- The Oprah Winfrey Show: TV's Holy Grail draws roughly 30 million viewers each week.

Thirty million also exceeds the nightly news audience for the three major networks combined.

In the next 15 years, the 50+ age group is expected to grow by 32%, while the 18-49 age bracket will grow by only 2%. Given that one in four baby boomers has a net worth of $250,000 or more, the purchasing power of the 50+ segment -- which already spends more than $2.2 trillion on goods and services each year -- will only increase.

With baby boomers redefining life after 50, AARP Integrated Media Sales has adopted a new term for the 50+ population: "Gen+." "Gen+ is a state of mind in addition to an age demographic," said Patricia Lippe Davis, Associate Publisher Marketing, AARP Integrated Media Sales. "Americans 50+ are living healthy and long lives as never before. Gen+ embodies that positive spirit unique to this group and unlike other generational terms, leaves no one behind."

AARP The Magazine is also an industry leader in terms of reader loyalty, as evidenced by the 2007 MRI Spring Study. AARP The Magazine ranks in the top three amongst all 200+ magazines measured for both "Loyal Readers," reading 4 out of 4 issues, and "Regular Readers," reading 3-4 out of 4 issues.

About AARP Integrated Media Sales

With unparalleled knowledge of 50+ consumers, as well as unique access across multiple media, AARP Integrated Media Sales connects marketers to the ever-growing and influential 50+ population. In addition to representing http://www.aarp.org/, AARP's trusted Web portal; AARP The Magazine, AARP's flagship publication and the world's largest circulation magazine with nearly 30 million readers; AARP Bulletin, a monthly news publication focused on analysis of the news most relevant to AARP members; AARP Segunda Juventud, the organization's bilingual lifestyle title featuring content specific to AARP's Hispanic members; and NRTA Live & Learn, a quarterly educational newsletter, AARP Integrated Media Sales also includes broadcast programming and national and regional events.

About AARP

AARP is a nonprofit, nonpartisan membership organization that helps people 50+ have independence, choice and control in ways that are beneficial and affordable to them and society as a whole. AARP produces AARP The Magazine, published bimonthly; AARP Bulletin, its monthly newspaper; AARP Segunda Juventud, its bimonthly magazine in Spanish and English; NRTA Live & Learn, its quarterly newsletter for 50 plus educators and the Web site, http://www.aarp.org/. AARP Foundation is an affiliated charity that provides security, protection and empowerment to older persons in need with support from thousands of volunteers, donors and sponsors. It has staffed offices in all 50 states, the District of Columbia, Puerto Rico and the U.S. Virgin Islands.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20070209/NYF043LOGO
PRN Photo Desk, photodesk@prnewswire.com

Source: AARP