Talkin' 'Bout My Generation
Papa's Got A brand new mag. The AARP recently debuted its new publication, My Generation, a magazine tailored for the association's 3.1 million baby boomer members. Glossy, witty and provocative, My Generation is for boomers what Maxim is for 20-somethings, dealing with hot topics like relationships, plastic surgery and, of course, sex.
While Modern Maturity, AARP's flagship publication, appeals to an older crowd, My Generation's desired readership demographic comprises Americans between the ages of 50-55 years old.
"Just one magazine [Modern Maturity] for people aged 50 to 100 wasn't realistic," says Patricia Mondello, associate publisher, My Generation. "We recognized the need for a publication that would appeal to the younger tier of our members."
But while My Generation and Modern Maturity are geared toward decidely different age groups and lifestyles, the two publications do share production similarities. Both magazines are produced using CTP technology, and both rely on Chicago-based R.R. Donnelley & Sons to get the job done.
In January, when R.R. Donnelley an-nounced its agreement to print My Generation, the printer was well acquainted with the AARP; Donnelley printed Modern Mat-urity for some 21 years. The total print run of both publications is now reaching approximately 21 million copies.
"Having Donnelley was definitely a key factor in making a smooth transition into producing a new magazine," says Traci Lucien, My Generation's production manager. "We've worked with Donnelley for years and years and, really, they've never disappointed us."
While My Generation's editorial and art offices are housed in New York City, the production team resides in Washington, D.C. About halfway between the two cities is R.R. Donnelley's Premedia Center, in Lancaster, PA. Here, all QuarkXpress layouts are received, all artwork from New York is scanned, all color quality is reviewed, and all low-resolution art is OPI-swapped with high-resolution counterparts. Kodak XP4 proofs are shipped both up and down the coast for final approval from the New York and D.C. offices. When all elements of the composed pages are approved, and all color changes