Jim Bochum founded Seniors "2000" and Beyond NewsMagazine, Inc. in 1996. The paper was the result of his former wife finding it necessary to gather a great deal of information on behalf of her mother. She recognized that others would find the information useful and sought the assistance of Mr. Bochum in launching a publication. The paper grew into an award winning valuable resource to Seniors across Texas and the nation. The original name Seniors "2000" was a nod to the then, rapidly approaching new millennium. Later the tag line "and Beyond" was added to the paper's title after January 1, 2000. Now Seniors "2000" faces another transition, the publication merged with Minority Opportunity News, Inc., the parent company of North Dallas Gazette and now North Dallas Gazette Seniors Quarterly to publish on a quarterly (four times a year) basis. The first issue is slated for publication October 2007.
"40 and beyond" in the magazine’s title represents that not only seniors consider the magazine a valuable resource. As middle age American's are mushroomed between taking care of children and their parents, they are anxious to find accurate and reliable resources for handling the affairs of their parents. Another segment of the readership included those working in occupations serving seniors. Seniors "2000" was enjoyed by over 20,000 reader’s each month, either via subscription or free at key distribution outlets.
The target audience was not focused solely on minority seniors, but all seniors in need of the key information provided. When the magazine launched seniors did not enjoy the lavish attention of Madison Avenue as now. Until government officials and marketers discovered seniors control 70% of all money in savings and loans, seniors were invisible. Eventually the marketplace became increasingly aware of the fact that as seniors are living longer, and the fact they have more discretionary income, which they freely spend on themselves and their grandchildren, this segment of the population could not afford to be overlooked.
There was no magazine providing the variety and flavor Seniors "2000" offered readers. Mr. Bochum explained, "we had health, entertainment and arts. We tried to cover everything." The impressive array of cover stories and profiles included: long distance grand parenting and the September issue annually highlighted key medical information. Celebrities and community leaders featured in Seniors "2000" included: Dallas native actress Irma P. Hall (Soulfood), Ann Margaret, best selling author Larry McMurty, perhaps best known for his book that became an award winning mini-series, Lonesome Dove. Others were State Sen. Royce West; sports broadcast journalist Pat Summerall and astronaut Story Musgrove as well as local business executives such as Liz Minyard of the Minyard food chain. Seniors "2000" even featured one on one interviews with the major candidates during each of the presidential elections including: Presidents William Clinton and George Bush.
Mr. Bochum attributed the success of Seniors "2000" to the growth of readership and advertising base, which was a result of reader’s satisfaction. In 2006, Seniors "2000" won the prestigious Katie Award in the Humor category. Even the layout of the news magazine was designed for its audience, with an easy to read font, and clean layout, because seniors do not like "busy" pages.
Themes for the news magazine were determined with the assistance of an advisory board that met for lunch once a month to exchange ideas for coverage in the upcoming issue. The board was diverse not only in race but also in occupations related to key arenas of importance and interest to seniors. A new advisory board will be recruited to assist with North Dallas Senior's Quarterly. Mr. Bochum is ready to enjoy retirement, however a new editor has not been appointed and he will continue to serve as a consultant.
As North Dallas Seniors Quarterly is beginning a new phase for the news magazine, the quality and editorial emphasize will remain the same. One significant change is the magazine will now have an online presence at www.northdallasgazette.com, simply click on Seniors Quarterly. Seniors have crossed the digital divide and now the news magazine will serve as a handy online resource for seniors and those who serve them.