FAIRFIELD, Conn. – Fairfield’s Rosemary Cass recently took on the task of launching a magazine for locals over a certain age. But don’t you dare call her new readers “senior citizens.”
“We don’t think of this as an age group, but rather as that stage of life when the kids are grown, we choose to retire or not to retire – maybe launch a second career – and begin what can be the best years of our lives,” Cass said in a press release. “We deliberately avoid the phrase ‘senior citizen’.”
Cass is the founder, editor and publisher of Act Two, a locally based magazine aimed at people over 50 in Fairfield County. The quarterly publication releases its second issue later this month.
Act Two covers a range of topics, including personal finance, entertainment and restaurant reviews, health and fitness guides and interviews with people in the magazine’s target group. For example, the December issue includes a feature on “second-act” careers started by local retirees, and a story on cross-country skiing spots around the area.
The magazine is something of a second act for Cass herself. She previously worked in the business realm, as an executive recruiter for pharmaceutical and biotechnology companies. She retired from that line of work two years ago and found that there weren’t many publications that spoke to her.
“The 50-plus demographic is the fastest growing demographic segment in Fairfield County, and there is no single media outlet targeted to this growing, affluent and influential audience,” she said. “There’s AARP, of course, and some regional ‘senior citizen’ publications, but 60 really is the new 40.”
Act Two is free on newsstands around the area or online, and is also available for home delivery. The first issue is still available online, and issue No. 2 is due out in mid-December.
“Many said I was ‘nuts’ to start a magazine now, but I’ve found just the opposite,” Cass said. “Act Two was launched with an effervescent fanfare and you can’t believe the number of people who are calling to ask when the second issue will be out.”