Thrive: It's My Time Now is the modest title of today's supplement in the South Wales Evening Post.
The page one strap is: "Your four-page supplement for life after retirement."
This grey market's an important one for all local newspapers; a good number of retired folk have decent cash reserves thanks to good pensions and the late 20th century house-price boom.
It's also valuable because this is a generation with established newspaper-reading habits ... unlike their grandchildren.
So it's a shame the pull-out could only run to four pages. It's winter, it's darned cold and a lot more retailers should have been begging the paper for space. If you flog blankets, hot water bottles, fleece hats, furry house boots, thermal underwear or anything else likely to keep our senior citizens comfortable, you should appear in publications like this. Come to me, I'll tell you how best to go about it!
As it is, the Post has attracted ads for Bishopston's Campion Gardens Retirement Village, the Ocean Living residential home in Mumbles and the Mariners Court retirement complex in SA1.
There are also ads for more homes, a cab firm, window specialist, funeral director, oven cleaner and Age Concern.
Also, unusually, there's a quarter-page plug for a supported accommodation scheme for young people.
Generally, Thrive represents a missed opportunity for Swansea Bay retailers. Give me a shout if you'd like to know when the next edition is out.
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