Chapter 2You Are Not Alone: Just About Everyone Is Unprepared to Retire the Way They Want
Rolling Stone magazine ran a wonderful advertising campaign in the late 1980s. Maybe you’ll remember it if we provide a little background.
The magazine was about to celebrate its twentieth anniversary, and while it was respected in journalistic circles for its coverage of not only music but also politics, advertisers still had their doubts about the audience Rolling Stone would deliver.
“There was a perception in the ad marketplace that the magazine’s readers were essentially 1.4 million aging hippies with no significant discretionary income to spend on their products,” Stuart Zakim, who was doing public relations for the magazine at the time, recalled ...
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