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Monday, November 16, 1998

Reader's Digest Launches New Choices Magazine Online

http://www.newchoices.comNew Choices, Living Even Better After 50, a popular publication from Reader's Digest focusing on the mature market, this week announced the launch of a new online community. New Choices ( offers the 50-plus Internet-savvy user an online destination filled with features their loyal readers have enjoyed for years: travel, personal finance, health and fitness, as well as advice for those seeking a second career. But the new site will offer additional advantages traditional print cant, features such as interactive chat rooms and forums for the members to air their views. 

The old stereotype was that men and women over 50 were trembling technophobes who would never go near a computer, much less a modem, says Gregory Daugherty, Editor-in-Chief of New Choices magazine. That stereotype has been blown away in recent years, like many others about this surprising age group. We know that New Choices readers are fascinated by the Internet. The magazines Online column, introduced last April, is one of our best-read features, far exceeding our expectations. 

The mature market also represents major commercial opportunities for online advertisers, as explained by New Choices publisher, Daren Mazzucca, Marketers are starting to realize that the Internet should enhance their advertising campaign, and they are actually setting aside dollars from their budget. A number of clients have told us not to limit their merchandising allowance if an interactive website promotion has merit and will provide incremental bang for the buck! New Choices is excited to have an online community that will deliver vital information to the 50-plus market and provide an ideal vehicle for advertisers to target this dynamic market.

With a subscription-driven circulation of 600,000, New Choices, Living Even Better After 50, is a prestigious publication with three Folio Awards to its credit (1994, 1997, 1998). The magazine is distinctly upbeat, recognizing the vitality of the mature market. Featured articles and columns emphasize that turning 50 means youre entering a new, dynamic and forward-thinking lifestage. 

The 50-plus audience is the fastest-growing segment of Internet users, and they spend more time online than any other group, Daugherty continues. They are going to become a huge part of Internet commerce in the very near future. These are men and women who buy books, trade stocks, and love to travel. We want to make a regular stop on their itinerary.

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