Wednesday, July 23, 2008

For Zoomer mag editor, it's all relevance,
relevance, relevance

The term "lunchtime interventions" is new to me. (Apparently this is somewhere between a facelift and letting nature take its course.) I learned the term in a wee video on the new Zoomer magazine website. The site gives some clues to what's going to be in Moses Znaimer's magazine, due out this fall, and what editor Suzanne Boyd is going to deliver. Here's some of what she says:
"Zoomer magazine is differentiated in several different ways. The first would be our dual audience, which is very exciting for an editor. We have 60% women and 40% men and that makes for a better mix. A lot of magazines suffer from formula fatigue and that's because they're so directed to male or female and this way we get to expand our content and be a little more adventurous."
The magazine will have the "CARP section", which will continue to indulge in the form of advocacy on behalf of the elderly and Canadians over 50 that the organization did before Znaimer bought it and put 10,000 volts through it.
"That really differentiates us because people have issues, real life, relevant issues that affect our audience so you get the meat on the bones of the fashion and the glamour and everything that's fun, but you get the real stuff that makes for a more hefty, compelling read."
[At this point, Ms Boyd undergoes a costume change]
"While another magazine might do psychological help, we'll focus on memory, ways of keeping your mind alive and give you tools and things to use. I think other magazines can talk about cosmetics and beauty, but we'll talk about anti-aging, cutting edge things coming from the cosmetics companies, the pharmaceutical companies,"cosmeceuticals", pharamaceuticals and dermatological or surgical advances, whether they are new techiques in facelifts or whether they just happen to be lunchtime intervention techniques you can do quite easily. So it's really focussed on where people are in their lives now, so it's being relevant. Relevance is our key word: relevant, relevant,relevant."
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Anonymous Anonymous said...

I like the sound of lunchtime pharmaceutical interventions!

1:53 pm  
Anonymous Anonymous said...

When it comes to magazines, Moses Znaimer knows a lot about television.

3:01 pm  
Anonymous Anonymous said...

But was it a relevant costume change?

3:04 pm  
Anonymous Anonymous said...

Gee, what a cutting-edge concept for a magazine: relevance to its readers. Why has no one thought of that before!

3:45 pm  
Anonymous Anonymous said...

More to the point, is there a market in Canada for this magazine?

CARP's mainstay has been advocacy. Has anybody asked its readers if they want glitz? Which they will quite likely pay more for?

I just don't see a bunch of subscribers who have been loyal to an organization and publication called CARP getting excited about lunchtime interventions.

Remember the Financial Times of Canada? When it got the look of the Wall Street Journal and the tone of Rolling Stone (always thought that should have been reversed), its staunchly conservative, small-town audience of widders, orphans and pensioners just didn't respond. And I somehow think (not just because of the Tafler connection between the two pubs)that CARP's readers are the same group, just a bit older.

The new FT was fun for writers for a while, though. And I'm sure Zoomer will be, too.

12:47 pm  
Anonymous Anonymous said...

it's scary

10:51 am  

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