OLD Media Moves

Entrepreneur to launch Web site aimed at older audience

January 20, 2010

Jason Fell of Folio reports that Entrepreneur magazine is expected to launch a Web site this spring called SecondAct.com targeting an older audience that’s looking to begin a “second act” in life.

Fell writes, “According to president and corporate publisher Ryan Shea, the site will feature content on topics including travel, starting a business, finance management, purchasing a vacation home and trying new foods and wine. Shea said SecondAct will target ‘boomers,’ but is ‘really for anyone who is looking to make a major change in their lives.’ Content will be created by a stable of celebrity bloggers and experts of various fields, and will include user-generated content.

“‘For several years we have been looking at different markets that are complimentary to what we do best,’ he said. ‘After much research it became more apparent that this market is underserved — but more importantly, from an audience perspective, it is growing exponentially.’

“SecondAct will knock up against some major competition when it launches (expected sometime late March or early April). One site is Caring.com, which provides expert advice on senior and elder care, including content on assisted living and estate planning. And, of course, there’s AARP.org, the Web site for the behemoth, non-profit organization for people aged 50 and older. In December, AARP.org averaged more than 2.5 million unique visitors, according to Compete.com. Entrepreneur.com (as a reference) averaged 1.09 million.”

Read more here.

Subscribe to TBN

Receive updates about new stories in the industry daily or weekly.

Subscribe to TBN

Receive updates about new stories in the industry.