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Women's Wear Daily 'Memo Pad' Article
July 20, 2005
Book Machers: Well at least someone's targeting them.
The Time Warner Book Group is launching a new imprint aimed at readers ages 40 to 65. it will be a sister imprint to Time Warner's Bullfinch Press and will launch in fall of 2006, according to a memo obtained by WWD. "We very quietly did an outreach to agents," said Jill Cohen, Bullfinch's publisher, who confirmed plans for the new, as-yet-unnamed imprint, which she will also oversee. While Bullfinch published mostly coffee-table books, the new imprint will focus on text-driven fare. According to Cohen, several books already have been purchased for the debut catalogue.
The 40 to 64 demographic being targeted has been dubbed "thirdagers." According to statistics cited from the Web site ThirdAge.com, in the next few years, the group will "account" for 70 percent of the U.S. net worth, controlling $9 trillion, [and will] inherit more than $12 trillion from their parents -- the largest wealth transfer in history." The Time Warner memo stated: "Some specific examples of issues this new imprint will address will include nutrition and diet, fitness, age-related beauty, relationships and sex, caring for aging parents, reinventing living space, life simplification, personal fulfillment and financial planning."
Because someone's got to tell them what to do with all that cash. --Sarah James
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