Why One Local Paper Launched an Online Section For Older Readers

Figuring out how to reach younger readers online is one of the perpetual concerns of the newspaper business. But a new effort from the Pittsburgh Post-Gazette this spring is a little unusual: It’s aimed directly at older audiences.

In April, the paper launched Aging Edge, a section of its website dedicated to the interests and concerns of the area’s “older adults, their families and the professionals who deal with them.” As Gary Rotstein, a veteran Post-Gazette journalist who proposed the idea and is running the section, explained in an inaugural message to readers:

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