Seeing an opportunity to serve an emerging market of baby boomer retirees, the New York Times Company has announced it will launch a free quarterly magazine and website, Your Guide To Better Living. The publication will focus on Sarasota, Manatee and Charlotte Counties in Florida.
Your Guide To Better Living will be distributed along with the Times-owned Sarasota Herald-Tribune—the third-largest newspaper in the company's stable of properties, with over 100,000 Sunday subscribers—as well as in select retail locations.
"Sarasota is one of the top 100 markets in the United States, ranking 7th in per capita income with an average household income of nearly $80,000 per year," says Steve Schmidt, publisher. "The area also has the highest concentration of people over 65. The magazine's relationship with the Sarasota Herald-Tribune allows us to be a welcome guest in over 57 percent of the homes in the Sarasota/Bradenton/Venice market."
Seeking to help boomers and their families explore lifestyle choices and transitions, Your Guide to Better Living will cover issues such as health, housing, finances, travel, technology and community events. The website (www.BetterLiving.com) will feature a searchable database of senior-living options.
"Our goal is to become the leading source of information for families who are trying to make important quality-of-life decisions," Schmidt said in a press release.
The magazine and website are scheduled to launch March 1.