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Background: AARP The Magazine's mission is to inspire, inform and entertain the 50-plus audience with rich content that adds value to their lives and makes them feel better physically, financially, emotionally and spiritually, according to deputy editor Marilyn Milloy.
"Our greater mission is to redefine aging in America by showing that attitude, aspiration and actions are more relevant to quality of life than how old you are," she said. "We don't have direct competitors, but magazines in our competitive set would include Reader's Digest, More, Prevention and Money. We overlap with all of them. But we're unique because of our size and our laser focus on people over 50. These are the people who most matter to us, so we show their images and offer content based on where they are in their lives -- whether it's advising how to get the most from their healthcare dollars, their work, their travel or their grocery shopping."
Milloy continued, "We also try to inspire them to find the value in the second half of life, so we write not just about the challenges that invariably come with aging, but about the joy of reinvention, or in finding new purpose."