TVBizwire

Ya Gotta Love This: Publisher Resurrecting Magazine Title That Died 50 Years Ago, Says He's Targeting the 55- to 90-Year-Old Demo AOL's Daily Finance

For those of you who complain that advertisers need to target Baby Boomers--who many claim have the wealth--and not young people, here's a story for you.

John T. Elduff, the managing director of JTE Multimedia, a Philadelphia-based magazine company, has purchased the rights to Colliers, a classic magazine title that, after publishing for 70 years, went bust in 1957, according to AOL's Daily Finance.

Says the article, "The key to Elduff's strategy lies in the name recognition that Collier's still enjoys among older readers. His reboot, which will contain a familiar (to those readers) mix of investigative journalism and short fiction, is aimed at the 55- to 90-year-old demographic, a group with some fond memories of the original magazine and a strong investment in print culture."

A number of anthology TV dramas from the golden age of TV in the 1950s, as well as a number of movies in the '30s, '40s and '50s were based on the short fiction in Collier's.

The article also spoke to Samir Husni, who is the founder and director of the Magazine Innovation Center at the University of Mississippi. The story says that Husni "notes that Collier's hit the height of its popularity in the early 1940s, which means the readers who remember it most fondly would now be at least in their 80s. While he agrees that this audience would be very open to prescription advertising, he also notes that Elduff's target readers would now be 'years older than the average American lifespan.' "

Furthermore, according to the article, Husni points out that "magazine rehabilitations rarely succeed. In fact, despite attempts to bring Look, Life, and The Saturday Evening Post back from the dead, the only resurrected magazine to really regain its former strength was Vanity Fair, which, he notes, was 'launched as a brand new magazine.' "