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21 Most Intriguing: Jim Fishman
Jeremy Greenfield & Courtney Barnes

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Publisher, AARP the Magazine

T ake a look at his stats: you can’t tell us that these gaudy numbers aren’t intriguing. Reminds us of one of Jim Fishman’s heroes, Joe DiMaggio, who bat .325 lifetime, and ended with a mix of hits, doubles, triples, and homeruns. Just like Fishman, a multi-stat specialist.

“DiMaggio did it with elegance and grace and made it look easy,” says Fishman. “Here’s a guy that makes you say, ‘I can do that.’ He never let you see him sweat.”

And like DiMaggio, Fishman stays out of the limelight and is all about the mission of AARP the Magazine and AARP, which is to service the membership. This service includes keeping the ad/edit ratio of the magazine heavily in favor of editorial, while also making sure that advertisers toe the AARP line in terms of advertising content. Most magazine publishers don’t tell clients what to do; with the power of AARP, Fishman can.

Lovin’ Life at AARP The Magazine

“I love my life. I’m probably the healthiest I’ve ever been. The most fit. I’ve got a great job, and I work with some great people. If you’re at a place in your life when you are having fun, you’re very fortunate.”

The Professional—Accepts all Missions

“The fact is, I am a publisher, a professional publisher. I didn’t come to AARP because of the AARP mission. I didn’t stay away from it because of the mission, either. I’m fine with the mission. But the contribution that I make to this organization through my job as publisher strengthens the organization and the organization’s ability to connect to its membership.”

AARP Major League Statistics

Rate Base Circulation Audience Ad Revenue

AARP THE MAGAZINE                   (mil)       (mil)        (mil)          (mil)
2000                                                 20.0     20.9      15.1       $88.4
2001-2003*
2004                                                 22.0       22.7        25.0           $125.7
2005                                                 22.0       22.7      27.8        $143.5
2006                                                 22.0   23.3        28.5       $166.2
2007                                                 22.5   24.0 31.5   NA
Actual Growth Vs. 2000                 2.5     3.1          16.4        $77.8
Percentage Growth Vs. 2000          12.5%    14.7%    108.3% 88.0%

Ad Revenue (millions)

AARP THE MAGAZINE/AARP BULLETIN
2000                                                                 $128.4
2006                                                                 $248.9
Actual Growth Vs. 2000                                  $120.5
Percentage Growth Vs. 2000                            93.9%

Sources: MRI, ABC, PIB, AARP.
*Note: Modern Maturity split into two titles in 2001, Modern Maturity and My Generation. In 2003, the two publications became one under the title AARP The Magazine. Accordingly, data is incomplete for years 2001 to 2003 and limits trending.

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