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BOOK MACHERS: Well at least someone's targeting them.
The Time Warner Book Group is launching a new imprint aimed at readers ages 40 to 65. It will be a sister imprint to Time Warner's Bulfinch Press and will launch in the fall of 2006, according to a memo obtained by WWD. "We very quietly did an outreach to agents," said Jill Cohen, Bulfinch's publisher, who confirmed plans for the new, as-yet-unnamed imprint, which she also will oversee. While Bulfinch publishes mostly coffee-table books, the new imprint will focus on text-driven fare. According to Cohen, several books already have been purchased for the debut catalogue.
The 40 to 65 demographic being targeted has been dubbed "third-agers." According to statistics cited from the Web site Thirdage.com, in the next few years, the group will "account for 70...