Andrea K Walker writes at baltimoresun.com:
"John Erickson wants to go beyond his newspaper for retirees to using cable TV, the Internet and perhaps podcasts. [...] (He) made his fortune building resort-like retirement communities for the aging, in part by promoting the properties through a publication that looked like a newspaper, but with no pretense that it was journalism.
He mailed the publication to potential residents of his Erickson Retirement Communities - people over age 50 in major cities where he had built or planned to construct one of his large campuses.
The Erickson Tribune included stories and tidbits on all the services offered at his communities, which boast their own health care system, restaurants and man-made lakes [...]
Today the three-year-old Erickson Tribune is distributed by mail to about 3 million households around the country. Next year, the company plans to spend more than $20 million to produce and send the newspaper, which is published once or twice a month depending on the area, to 8.1 million homes. "
Read the complete report here
Should work in other aging societies, too! But maybe only from outside the box of an established (aging) publishing house.