Newspaper Industry News

Why one local paper launched an online section for older readers

Figuring out how to reach younger readers online is one of theperpetual concerns of the newspaper business. But a new effort from the Pittsburgh Post-Gazette this spring is a little unusual: It’s aimed directly at older audiences.

In April, the paper launched Aging Edge, a section of its website dedicated to the interests and concerns of the area’s “older adults, their families and the professionals who deal with them.” As Gary Rotstein, a veteran Post-Gazette journalist who proposed the idea and is running the section, explained in an inaugural message to readers:

It’s an innovative web venture that few other media in the country have attempted, but we deem it all the more important in Pittsburgh, a region long known for its high proportion of elderly…

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