The trade press for the elderly in Spain: an emerging phenomenon

Abstract

Old people’s press in Spain is growing at a slow but steady pace. Yet, it does not completely meet the expectations of such a large and varied group. Six eclectic papers come on top: Club Senior, Vivir con júbilo, Sesenta y más, Entre mayores: Hablamos de ti, Senda Senior and Plus es más. Generally speaking, it is the elderly they address, somewhat neglecting healthy younger pensioners, who may not necessarily want to conform with a more traditional «old person» role. Likewise, ads are conspicuous for their absence which reveals little enthusiasm on the part of publicists.