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 😊

Why surprised?
My granny was still reading private eye and the BMJ etc until the week she died (age 89), even when bed bound.

We don't buy magazines - we can download free from the local library if needs be. They are wasteful too.

Country Life, Harper’s, Vogue, the smart interiors one - can’t remember what it’s called!

@Foronenightonly01 World of Interiors. My dream magazine!

In my dreams they will ask to do a feature on my home - reality, not bloody likely 😂

Bath Life

I have a subscription to The Lady. I don't know whether being 60 means you would class me as old but I certainly don't think of myself as well-to-do. I just think it has more interesting articles than any other magazine and certainly the best puzzles.

National Trust magazine I flick through and am probably more likely to notice the ads than the articles.

Occasionally get Country Life. Got Cheshire Life a couple of times but never again as it is boring AF

Saga magazine

My mum reads Good Housekeeping and Hello

The parish magazine in posh areas - everyone older reads it and so cheap to advertise in it.

My dad has subscriptions to Private Eye, the New Yorker, Byline Times and the Financial Times. My in-laws are richer and get The Week and the Mail.

I think local publications are mostly read by older people. I’d find out if there’s umbrella publishing company.

Saga, Which, good housekeeping / harpers bazar / Waitrose mag / National trust / English heritage / Gardening mags / homes and gardens / conde nast travel

You should be able to get data on these

don’t ignore digital - older influencers in your area

Also think about PR - how you can use your business to provide free content for a feature and get yourself free advertising - contact the telegraph to tell them about yourself - they constantly do puff pieces about kitchen table entrepreneurs. And similarly whatever you local Surrey life mag is might do it, and anyone mags that specialises in whatever it is you sell.

Royal Horticultural Society monthly magazine

Blimey I read good housekeeping and I'm 60 and not 'that' well off! Also read woman and home

Go to Hearst and look at their demographic breakdowns published for each of their publications

My parents are in their 70’s and don’t read anything print apart from the Sunday times, they do online

Country Living magazine 😊

Country life
good housekeeping

Lots of well to do older people don’t live in the country funnily enough so wouldn’t look at country life.

Woman and home?

Two places where wealthy, mature people might find themselves becoming captive readers of printed adverts are in the air and at the opera. So in-flight magazines and opera programmes would undoubtedly reach your target audience. Presumably (I’ve no idea!) cruise ships also have in house journals?

Whether there’s much difference in the reading matter of impecunious intelligentsia and the wealthy retired is an interesting question. Unless people inherited their money they’re likely, surely, to have some specialism - whether investment, construction, tech, art, sport - that brought them their wealth. So they’d read the same publications as anyone else involved in those areas. I guess the main distinction is the amount of time the rich elderly population can spend on luxury travel.

Where do your potential competitors advertise, OP, for marketing rather than to copy?

My parents and their friends spend a lot of time at the theatre, never musicals but the National Theatre in particular and see pretty much any plays which open.

The Saga Magazine

Wiltshire life or similar

Hobby magazines.

Gardening
Golf
Decanter - wine magazine with a fairly wealthy demographic.

The thing about the better off though, is they don't tend to dribble away money on magazines.