AARP Magazine Website Review

AARP Magazine's website

Although the websites of AARP Magazine and AARP Bulletin are not identical, there are so many similarities (and even duplications of content, execution, style and philosophy) that it's possible to judge one fairly by judging the other. As I have already furnished a reasonably searching evaluation of AARP Bulletin, I offer its general conclusions about execution to cover those of AARP Magazine, too. It receives the same scores in the appropriate categories:

Strength of Content: 9
Social Media Sophistication: 8
Ease of Use and Navigation: 9
Design and Layout: 9
Use of Technology: 7
Overall: 42 out of 50 points

I also offer these further notes about what it is that makes them both successful as websites, and successful representations and extensions of the print magazines they represent.

What both websites provide is a friendly, timely, caring and even comforting environment for their users. Content addresses truly every aspect of the user's life, from morning ‘til night, from January to December, at home and abroad, from the age of 50 forward. It's serious and utterly sober where appropriate, and particularly on the financial and medical subjects that are of great concern to the 50-plus audience. But content is also warm, unpretentious, inviting and even funny where appropriate.

And When I Die
For example, in an environment such as this, death is a reality, a presence. People who are 50-plus live with death as an increasing commonality—the death of friends, of parents, of loved ones, and the anticipation of their own. In this the site is quite unlike—quite refreshingly unlike—generally youth-obsessed America, which does everything it can to exclude death from any coverage or presence. At AARP you'll find a story about odd funeral requests.

The story is certainly funny and particularly for anecdotes such as this:

"No less colorful a send-off is possible through the Eternal Ascent Society. Owner Joanie West has an order from a 78-year-old who is passionate about skeet shooting. His wish is to have Eternal Ascent release a five-foot, biodegradable helium balloon containing his ashes on one of the hills surrounding his ranch, then have all his buddies shoot at the balloon until it bursts and scatters his ashes."

More to the point, the story is real, timely, unapologetic and uneuphemistic. Yes, there will be death, the story acknowledges. But—and here one sees such a refreshing change of both attitude and practice—why does death have to be a grave, solemn affair in which everyone is dressed in black and behaves accordingly?

2,860 Blogs—and Counting
Opportunities for interactivity are numerous. For example, one can "Ask Ms. Medicare" questions about details and aspects of coverage. One can choose from a sampling of games, including mah jongg, various versions of solitaire, sudoku and others. And as for blogs, there were 2,860 available when I was trolling the site, and on truly every subject. One can search them by subject quite easily and effectively, too.

The sense of community on both sites is strong. Users are welcomed as contributors. For example, if I were willing to join Al's group, I could see 42 photographs of "Al's Buds," all of them proudly astride their motorcycles. And other motorcyclist-oriented groups are just as eager to crowd forward with portfolios of photographs exalting their "hogs." And these are real hogs, too, which is what manufacturers have increasingly woken up to: It's the 50-plus group who are still writing most of the biggest checks in society today. Who's riding the most expensive motorcycles? Take a look at "Al's Buds" and similar AARP groups if you want to know.

Your Life Calling
What AARP succeeds in presenting is a reasonable totality. Whether Magazine or Bulletin, it's a general-interest website. Thus breaking news regarding financial reform and regulation can credibly coexist with Jane Pauley—"Your Life Calling Ambassador"—interviewing people such as Betsy Lee McCarthy. In a video segment called "The Joy of Socks," we learn that "Betsy Lee McCarthy left a lucrative career so she would have more time to knit socks. Really." Skeptics, have a look and see whether you couldn't use a little more of Betsy Lee's amazing sense of calm and beatific certainty. Or, for that matter, some of Jane's practical optimisms.

But the sites also aren't afraid to ask, "Is Grandma a closet alcoholic?" And in this blog post to note: "Did you know that baby boomers are struggling with addiction in record numbers? Take a look at this week's Inside E Street that explores the world of addiction for older adults and why they became addicted. The general idea is that people grow out of drug and alcohol use as they age—well, that isn't the case of many. Check it out."

If people come to the sites expecting a sanitized, whitewashed expression of life, they're going to be disappointed. What they'll get instead is a lot of what life feels like when you're past 50. When life isn't as physically easy as it was when you were 25, when you have far more obligations than you did at that age, but when it's still perfectly possible and plausible to dream. And to see no reason why at least some of those dreams—to travel, to create, to participate—can't come true in the life remaining for you.

Note: Subsequent to our posting, mediabistro offered its own review of the redesign of AARP.org, and we encourage your reading. There's some excellent data on the usage habits of AARP members gained from the vice president of marketing, and it can all be found at this link.

Posted By: Duncan Christy