To ask which magazines are read by 'well-to-do' older people?

[MrsQuince]

Not really an AIBU but struggling to categorise this question. Sorry for the subterfuge!

I'm starting a new small business and my 'ideal customers' are grandparents (say 70+) from affluent households (as it's a fairly luxury price point). I think print advertising could be a good way to reach them, but I have no idea which magazines would be best. I don't have budget for The Times, FT, Telegraph just yet, so was hoping to find some smaller niche publications which have a Classifieds section.

If you or your parent/grandparent/friend/employer/great aunt Agnes falls into this category, could you please tell me which magazines they read?

Is 'The Lady' actualy read by elderly aristos, as I imagine it? Other ideas I've had: Private Eye, The Oldie, perhaps the National Trust magazine?

All suggestions much appreciated! Thank you 😊

All suggestions much appreciated!

Don't sell them.

They generate a disproportionate amount of work for their return and are increasingly unpopular.

I say this as someone who runs a shop in an area with loads of elderly wealthy customers.

The suggestions so far are all bang on though, 20 years ago

I like a print magazine and do all the puzzles and tear out recipes

I subscribe to Prima

And I misread yes 😂

Had a meeting at a Trustee's home in the week (probably 80's)- was mildly surprised to see a copy of Private Eye. Not sure how representative of their readership she is.
Would suggest Saga magazine.

Everyone with a brain reads Private Eye. If you are interested in understanding how the country really runs, and how/where deals are done, Private Eye is essential reading. It's fun and very well informed, written by and for insiders.

Gardeners' World

MMM (Motorhome magazine). Lots of well-off retired folk read that.

My 73 year old mum reads Heat

Local free magazine
Good housekeeping
Rspb magazine
National trust magazine
Pil and parents mid- late 70s.

Only if they like full campsite pitches in Weston-super-mare.

I am an RHS member so get the magazine, but seldom read it, it has a bundle of advertising flyers each month. I have older friends in their 70’s who do read it and are probably more affluent than me.

I'm intrigued to know what service you're offering?

I'm struggling to think of a business idea that involves wealthy grandparents who are not very digitally aware, I'm guessing something cashmere and personalised or maybe portraits. A vintage style pedal car. Artisan cot bed in hand carved and whittled ash with organic wool stuffed silk mattress and hand embroidered canopy.

Reading print magazines doesn't mean not being digitally aware. Both of my parents are in their 70s and read newspapers and magazines on their iPads. It is essential for my mum in particular who is now partially-sighted due to macular degeneration and needs very large print. They have a digital subscription to the Times and my father uses the PressReader app to read newspapers and magazines with his library card.

My MIL is in your target demographic and she reads Horse & Hound, the National Trust magazine, RHS magazine & Private Eye. She also subscribes to the Times online.

Have you tried asking on Gransnet?

My Dad subscribes to five magazines, plus two daily papers 😂 I have access to magazine readership numbers for work and the older generation are basically propping up the printed magazine and newspaper industry.

As others have said, Country Life, possibly The Oldie, Private Eye, Spectator, Literary Review, Wine magazines, possibly World of Interiors, maybe The Lady (for the staff ads!!! and live-in carers). Field and Horse and Hound if into 'country' sports. Ooh, also things like Apollo (art magazine). Slightly downmarket - The National Trust members' mag, RSPB etc etc.

I think really well-to-do older people aren't really into magazines - they tend to read newspapers or books, but the above is pretty posh in my judgement. Happy to be corrected though!

Pr prob better than advertising

Saga, National Trust, ask Gransnet?!

I don't know anyone that age who still reads paper magazines or newspapers. Even my late mother was reading digital at 86.
DH falls into your category and he reads Scentific journals and the Daily telegraph, all online though.
I am mid 60s and read the odd gardening magazine

My posh auntie reads Country Life, Radio Times, Good Housekeeping. And then things like Saga, RSPB magazines and gardening things.

My parents read - private eye, the new scientist, the Economist...

Country life, private eye and the spectator.

nobody reads the lady, they just put adverts for staff in it. The staff buy it and read the adverts but they aren’t your target market.