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Paper Is 'New Voice' for Elderly
BBC News
England
September 1, 2004
The campaign continues to restore the link between pensions and earnings
The Mature Tymes, a free newspaper for the elderly, is being rebranded to become a campaigning voice for pensioners' rights.
Founded in 1991, Mature Tymes has always described itself as 'the voice' of the older generation.
Now, under new ownership, it is attempting to take this aim a step further.
The most obvious change is that it is now simply called the Mature Times - but its remit has also changed significantly.
Previously it was targeted at the over-60s, but its latest incarnation has lowered its sights, include over-50s.
This change is about more than just increasing readership - those aged above 50 are most likely to be affected by ageism in the workplace.
Campaigning for the rights of elderly people is now its main focus.
"We've got a much harder edge this time," says Tony Watts, the new editor.
"Now we've got an opportunity to be completely radical."
The Mature Times is working with the government's Age Positive campaign to combat ageism, aided by some big names - Sir Alex Ferguson, for example, is a supporter of the campaign.
But, Tony says, this is by no means their only issue.
"The new paper will contain a six-page section devoted to campaigning issues" he says.
"We were the first to give coverage to the Is It Fair? campaign, for example, backing the pensioners who risk jail for refusing to pay their council tax."
The campaign to restore the link between pensions and wages, removed by Margaret Thatcher in the 1980s, is also likely to get attention.
And the Mature Times will be supporting the National Pensioners Convention when it presents a manifesto of demands for pensioners' rights to Parliament on 8 September.
Tony aims to increase circulation from the current 100,000 copies to the previous high of 400,000.
With an elderly population of 18 million in Britain, he says that is achievable - and necessary.
"We're unique" he says.
"Nobody else is doing what we're doing."
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