Arthritis Today is a magazine which is obviously targeting individuals suffering from various joint pains by its title alone. In looking through this issues, one would notice an abundance of middle aged-early retirement aged women featured in the articles and advertisements. There are also specific articles geared towards women, such as recipes for healthy eating and baking, and an exercise guide specifically featuring a woman. There are some articles and advertisements featuring men of the same age range, but those are greatly outnumbered by the ones featuring women.
All of the articles and advertisements also seem to be targeting a specific age range, which appears to be citizens nearing retirement. As this is the age group that is most effected by arthritis, it would follow that the magazine would choose this group of people as part of their target audience. Many of the advertisements are for different medications for arthritis, diabetes, and osteoporosis, and other degenerative diseases. The articles featured in Arthritis Today cover issues such as how to successfully move into a new home without suffering from back pain, various individuals combating arthritis or other bone diseases in their lives, and regaining strength through walking frequently.
The audience profile page of Arthritis Today's website states that 75% of their demographic is women, and 71% of their audience are " age 50+," with the average age being 58. These statistics mesh well with the advertisements and articles included in the magazine.
Arthritis Today's website also features a reader profile section about the measures they took to improve their arthritis health. According to the survey, the four most common ways to improve arthritis health were to "try to eat healthy and pay attention to nutrition," "always look for new ways to live a healthier life," "try to eat a healthy breakfast every day," and "follow a regular exercise program." The results of the survey also line up with the contents of the magazine. There were several sections of the issue about staying active and exercising with arthritis and eating healthy.
The website also featured a section about what measures those afflicted with arthritis took to improve their health. The top action was seeking treatment from a doctor, which explains why the majority of the advertisements included in the magazine were for various medications to combat different variations of arthritis.
In conclusion, the demographics stated by Arthritis Today's website lined up with the advertisements and articles included in the publication.
Katie -- indeed, the ads and the material in the magazine mesh so completely, it may seem like the magazine was invented FOR those advertisers. I'd be interested to know who publishes it. Whose interests are best served by this magazine, do you think -- the people reading it? or folks with medicine to sell? Where might this magazine be exhibited?
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