Carol Orsborn of Fleishman-Hillard’s FH Boom Group is touring around Western Europe with a group from Bayard publishing group this week, and she’s posted some interesting observations about 50+ media in the countries she visits. Bayard has made a huge success of magazines targeting 50+ women in France, Germany, Sweden, Norway and a couple other countries. For some reason, 50+ magazines have flourished in these countries to a far greater extent than here in the U.S. Carol’s posts have been interesting, and today she describes her survey of a magazine rack in Sweden:

All I wanted to do was find the one publication with an older woman on the cover, announcing that I had located Bayard’s newest member of the family: Plus Sverige. In America, this would have been a simple task—picking out from the sea of glamorous, young faces the occasional laughline of an Oprah, Martha Stewart or one of the consecutive series of models and celebrities on the cover of More Magazine. But clearly, this wasn’t America. I counted 7 or 8 magazines with older folks prominently featured…and this from a much smaller collection of magazines. What’s more, these were not all magazines targeted to the “senior” market. In Stockholm, even TV Guide featured older folks on the cover.

The full post is here.

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