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 😊

Good Housekeeping

Good Housekeeping, Readers Digest, The Economist and National Geographic all spring to mind.

The Lady
Country Life
The Spectator
Maybe Tatler, altho I think that is a bit more "downmarket" now
The Oldie
Private Eye
Vanity Fair (bit too American?)

Good Housekeeping
Vogue
Would it be out of place in Shooting Times or The Field (if it still exists)
Horse & Hound
Specialist local County magazines.

My mum reads Good Housekeeping and my dad reads The Week.

Homes and Gardens
House and Garden
Horse and Hound
Country Life

Readers Digest is not posh ...

Cheshire life … or county equivalent

Saga magazine which is a surprisingly good read
LRB/ TLS?

I heard some years ago that the spectator had the highest net worth readers

Spectator

I'm going to be extremely unhelpful and not give the answer you want!

I have long ago given up on magazines. They are predictable and repetitive. When you get to the eleventy billionth time of reading "how to have the best Easter / Christmas eva" or "what to pack for your beach holiday", you roll your eyes and cease your subscription.

I occasionally read those local glossies (because they are free) that are, basically, advertorials.

I think they will all be on Facebook. Very few people read paper magazines now.

Is it grandma or grandpa who is likely to be the buyer? You would reach them via different magazines. I'd shy away from weekly publications in favour of monthlies which are more likely to be kept longer.

Hobbyist magazines would be cheaper if you are aiming at a niche market, so Yachting or Yachting Monthly or Yachting World or similar if your product/service had anything to do with boats or the marine world, just as an example.

People’s friend always used to be associated with happy middle class older people. I certainly got the best tips and happy friendly help from those houses on my paper round.

30+ years have passed so I don’t know if it still applies. You have to remember that society had changed. Many older people nowadays come from different backgrounds and also are just happy to consume anything in paper format.

regardless of class, older people love physical print and puzzles so I wouldn’t rule out take a break, chat type mags either. My mil looked forward to those even though it was inappropriate for fur interest. She just loved the puzzles and receiving them through the post.

I would also recommend advertising in TV guides. If you’re targeting older people they use these exclusively

My parents are probably in your target market and don’t read any magazines; haven’t for years.

You’d be more likely to reach that age group through a radio ad, I’d think. ClassicFM or one of the ones that play “old” music?

I’m 60 and read all ‘print material’ online. (Am scarcely well off but do have expensive tastes.) Most of my information on new products and services comes from the editorial sections of, say, the FT, Times, New York Times, Le Monde, or Vogue. Plus Instagram. Or actual recommendations from friends or colleagues. I have an ad blocker on my devices and scroll determinedly past any adds that appear.

I would never look at ‘classified ads’ in an actual printed publication - and to be frank, the fact you’re considering this route suggests your product is already hopelessly outdated! If you can’t get a major name to write a puff piece about you, your lifestyle and your product, or at the least include you in a list of this week’s hottest products - I’m unlikely to be interested.

(By the time I’m 70 I’ll need a lot of tempting to switch from products I already know and trust. For services I may ask the advice of younger relatives - adverts will still be largely irrelevant.)

Gardening magazines remain popular as print titles, because of the photography. The RHS magazine The Garden has quite a large classified section. But I agree that most people don't read magazines as they used to and most younger older people will be as familiar with digital formats as their grandchildren. Everyone my age reads the paper and does puzzles on their phone. I am 66.

I think magazines generally are decreasing in sales .My Cousin who fits your profile of wealthy older reader reads her copy of GH at the hairdressers! Not sure about the Lady .In my mid 50s and read the paper and everything else OL

Tatler

I work for a high end brand and while our main print media success is with the Times, Telegraph and Good Housekeeping we do get good results from local lifestyle magazines (eg Cheshire Life). Don't rule out influencers too - plenty of older HNW customers are following wine experts, travel, gardening, food influencers and the like.

Although influencers are a pita to work with!

Definitely like Hertfordshire Life, think they have them for all counties.
Or else pariah magazines? We also have one called local life which is free but people look at it

Good housekeeping, National trust / historic houses membership booklets

Viz
Private eye

Good housekeeping

Country life