30 Most Notable Launches of 2007



Growing old is an inevitability of life and Eldr Magazine is changing the perception of aging by providing information on issues associated with the aging process.

While most new publications gear their content towards attracting younger consumers, this magazine is attempting to buck that trend. Articles on preventing Osteoporosis and Alzheimer's provide content that supports its niche. Celebrity profiles on well known octogenarians like Jack Lelanne (yes he is still alive and kicking) also support the magazines niche.

In most of my seminars, I use a line that say "everything we invent today has a shorter lifecycle except human beings, we are living longer." Eldr is for those of us who are indeed living longer.


Chad Lewis
Founder and Publisher

1. What do you consider the single most important achievement your magazine has accomplished in today’s marketplace?

ELDR is challenging the traditional concept of what it means to age … that growing older is about being dependent, passive and sitting in a rocking chair.  Today’s elders are adventurous, independent and defining aging on their own terms!

2. What was the biggest pleasant surprise?

We staked out a different point of view and have been very surprised at the overwhelmingly positive response from readers.  We expected more dissent.

3. Looking back, what was the most important hurdle you were able to overcome?

Getting people to understand that the word "ELDER" connotates respect and wisdom.  It is a good thing to be an ELDER.

4. What is the biggest challenge you are facing today?

Convincing advertisers that ELDR readers have the money, time and psychographics that they need to reach and be associated with moving forward.  There are over 40 million people in the United States over 60; they have $1.3 trillion in annual spending power, and 13,000 more turn 60 every day.

5. Imagine you have a magic wand and you can strike the magazine and make it human?  Describe that human being.

This human being is wise, knowledgeable, and has lived a life full of challenging, yet wonderful experiences.  The challenging issues of aging has not dampened his or her enthusiasm or desire to be engaged and active.  This human being has experienced loss but still has a marvelous sense of humor.

6. The number of new magazines launches has been on a steady increase.  What advice do you offer to someone wanting to start a magazine?

If you are passionate and knowledgeable about a topic that interests other people you can find readers for your magazine but this is not enough.  You need a market that is attractive to advertisers.  Then you need resources to connect the advertisers with the readers.  And finally, it comes down to execution. 

7. Finish this sentence: In 2011, your magazine will be …

The “LIFE” magazine for a whole new generation of aging boomers.