Baby Boom Goes Bust

Reader's Digest Association is giving up on the Baby Boomers - evidently they haven't taken well to its New Choices lifestyle title aimed at the newly-senior marketplace. Low
ad pages and renewals, especially after direct mailings sent in the wake of the anthrax scares, hit the company's pubs hard. Competition from AARP's Modern Maturity spin-off, My
Generation, also was a problem for the title, which decreased its frequency from 10 times a year to six in 2001. (Dom Rossi, 212/532-2303)