AARP 2014 Annual Report Download - page 26

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24 2014 AARP ANNUAL REPORT
INFORMING AND
INSPIRING MILLIONS
AARP The Magazine reached 35.4 million
readers—growing 1 million since 2013. It
remains the third-most read magazine in the
United States, behind only People and Better
Homes & Gardens. Strong reporting in the
magazine and in the AARP Bulletin covered
everything from identity theft and current
advocacy issues to celebrity interviews and
vacation tips.
AARP continued to disrupt stereotypes and
win the moment on social media. We manage
social communities of more than 2 million
people who engage and interact with us more
than 18 million times per year. Notable trends
in 2014 included more than 2.9 million views
of our award-winning, original YouTube se-
ries starring the iconic George Takei.
MOVIES FOR GROWNUPS®
A vibrant AARP Movies for Grownups
program celebrated films with characters
and story lines that resonate with people
age 50-plus. Weekly film reviews and cover
stories in AARP The Magazine provided the
latest news, and more than 45,000 people
attended free screenings presented in 48
cities by AARP of films that received a new
distinction—the official AARP “Movies for
Grownups Seal.”
Academy Award-winner Kevin Costner
was honored with the program’s 2014 Career
Achievement Award.
These efforts provided entertainment
to the public, as well as a strong reminder
to Hollywood of the need to focus greater
attention on 50-plus fans—an influential
target audience.
BRAND AD CAMPAIGN
If you don’t think “Real Possibilities” when
you think AARP, then you don’t know “aarp.”
That was the core message of new tele-
vision ads designed to shake people out of
their limited perceptions of AARP. The ads
described five ways AARP or its affiliated en-
tities, including Life Reimagined and AARP
Foundation, served the needs of people
50-plus. The ads focused on Life Reimag-
ined, Drive to End Hunger, brain health,
hands-on technology training from AARP
TEK, and travel-related offerings.
One-third of all
movie tickets
purchased in the
U.S. are bought by
people age 50-plus.