Media

AARP Magazine's Circulation of 23 Million Makes It Largest in US

Douglas A. McIntyre

Published: July 24, 2016 10:00 am

Last Updated: January 13, 2020 5:22 am

AARP has about 40 million members. So, it should not be a surprise that its magazine is the largest in the America as counted by circulation, instead of one from huge publishers like Hearst or Time, Inc. (NYSE: TIME). AARP: The Magazine has a circulation of 23.7 million, and the AARP Bulletin has a circulation of 23.5 million

By means of contrast, the largest traditional paid circulation magazine is Meredith Corp.’s (NYSE: MDP) Better Homes and Gardens.

The AARP magazine is part of the promotion for people who join the organization, so it is not fair to compare it to commercial magazines put out by traditional publishers. An annual membership to AARP costs $16. The magazine is part of a large army of benefits the organization offers from free donuts at Dunkin’ Donuts to savings on AT&T wireless bills to dental insurance.

The primary aim of the AARP magazine is to cheer lead about the great life of older (and slightly less old) people. Sharon Stone, Alfre Woodard and Jane Fonda are defying age as well or better than young actresses.

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Being old is the new young, or young the new old. Either way, AARP has fashioned big publishing as part of its business model with photo essays, videos, how-to features, celebrities. People magazine and Seventeen magazine combined