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Home > Blog > The Pre-Wake-Up Call
Out of Our Minds
Wednesday, August 31, 2005 7:44 PM
The Pre-Wake-Up Call
Anita Sharpe on Business

When Kevin and I launched Worthwhile magazine, we believed -- based on demographic studies and our own gut -- that the target market was the 35-year-old-plus businessperson who woke up one day and thought, 'Is this all there is?' And, of course, many of our readers (including Kevin and me) are exactly that.

But much of our core readership and many of our most ardent supporters are skewing younger than the typical business-magazine reader. I had a meeting this afternoon with some people including a 25-year-old guy who describes himself as 'a raving fan' of Worthwhile. 'For a lot of us,' he said, 'it's the feeling of you don't want to wake up one day and be 40 and think you just spent 15 years in a job you hate.'

Whatever demographic you fall into, we love hearing what you want to see more of -- and or less of -- in the magazine, as well as new ideas. You can post comments here, or reach Kevin and me at info@worthwhilemag.com.


Kirsten Johnson - 9/6/2005 5:35:17 PM
I love hearing that my fellow twentysomethings are enjoying Worthwhile as much as I do!
As a 26 year old who is more or less in the business of helping twentysomethings think about what they want to do in the world, which often involves what they want their work to be, I find Worthwhile provides a dose of information, hope and inspiration.

That said, I do often feel that I read Worthwhile in much the same way I do many publications who see their target audience as being closer to my parents age than to mine. That is, I read in such a way as to make the material meaningful to me in spite of the fact that it's often clear it wasn't written with me in mind. I'd love to see Worthwhile be on the cutting edge of publishing content that is written with business professionals, ranging in age from twenty to sixty, in mind. It's a more complex task for certain, but one that I think would benefit readers of all ages.

Keep up the great work!
Jordan - 9/1/2005 11:46:35 AM
I'm 29 and a HUGE fan of the magazine. You guys have really found a great, untapped niche. I also like the blog, but I honestly wish your site was a little more like the magazine; I'm not sure that people who don't know the print version can really get a sense for how good the magazine is by reading your site. You should archive your stories from previous issues, at least.
Janet Auty-Carlisle - 8/31/2005 8:14:07 PM
Amen to that comment Max. I am blessed to be living in a community that still treasures such events. In fact, I am on my way out tonight for my monthly 'mother's meeting.' We started it 19 years ago so we're still mothers but don't talk so much about diapers and things anymore unless it's for potential grandkids.
We camp together annually, have a Canada day party each year and our kids have all lived on this same street all their lives so they have forged some ever lasting friendships. It is truly unique. So, can I get you a glass of lemonade and share a story or two with you?
Living la vida fearless,
Max Brown - 8/31/2005 8:11:30 PM
Just today I was speaking with a colleague from Pakistan, and he commented, 'In the U.S., everything is automated . . . you can almost avoid any human contact and still get things done.'

Isn't that interesting?

We, humans, are social by nature, and we are looking for a more purposeful life. But in this automated world where we not only have more time to do other things, but we also have more information and disposable income, it still isn't enough to satisfy the real loss of frequent interaction with other people.

We have effectively separated ourselves out of the human experience with gated communities, telecommuting, cell phones, broadband, XBox, Cable TV, garage door openers, and full-service management. It is no longer necessary to go grocery shopping! Even going up an elevator is an isolated experience - whether it is full of other people or not. Indeed, in our attempt at more convenience, we've began to create our own loss.

We have a real opportunity - if we harness it. It doesn't surprise me that younger generations are looking for more . . . they are seeking something that our parents started with . . . and I think they are just trying to reclaim it.

Back to lemonade on the porch, sharing a story with a grandparent, a pick up game in the alley, or just helping someone else out just because . . .


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