What titles should you be considering when you are targeting the grey market. Here are the top twenty titles by readership profile for 55+ Adults.
Saga leads the way with 89.6% of its readers in the 55+ age group. Bauer’s Yours magazine at 83.3% follows closely behind with DC Thompson’s duo of People’s Friend and My Weekly on 82.9% and 71.3% respectively.
The National Trust magazine has far and away the highest overall 55+ readership at just over 2 million. And there are a number of Women’s magazines in the top 20 too – notably Woman’s Weekly and Good Housekeeping.
Even within this list there are big differences in the demographics of the audience. The up-market versus mid market grey; or the active Coast reader versus the more “leisurely” My Weekly reader.
Of course these are the audited titles there is also a thriving independent market that hits the mature reader. Or consider the national press where, for example the Daily Telegraph has a 55+ readership profile of 68% and the Daily Express 65%, both with high coverage too.