Boomer Rags

New magazines target the feisty 50-plus--but not too plus--generation

Andie Rutland was browsing the newsstand at Barnes & Noble in Omaha, Neb., when a rare image caught her eye. It was Sally Field on the cover of More magazine, very attractive in a scoop-neck shirt but, at 53, also very unlike the twentysomething models on many of the other covers on the rack. "It just really struck me that the person on the cover was a mature person," she says. "It fit me and where I am at this point in my life."

Where Rutland is at this point in her life--49 with grown children, money to spend and visions...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!