For Immediate Release                                                                                    WXXI logo
Contact: Kristin Tutino, WXXI, (585) 258-0253/259-5884

WXXI Brings Next AvenueSM, a New PBS System Website for the Booming 50+ Population, to the Greater Rochester Area

Expansive new online initiative will provide expertise from contributors,
public television, and trustworthy sources on aging

Rochester, New York – (May 22, 2012) – America is in the midst of an age boom. The 50+ population in America has grown from 74 million in 1999 to more than 99 million today, and is projected to be 127 million in 2030. While part can be attributed to the sheer size of the boomer demographic, part is due to a dramatic increase in longevity – at the beginning of the 20th century, life expectancy was 49 years, and today it tops more than 80 years.

In response, the PBS system and WXXI introduce Next Avenue, an extensive new website at Designed to meet the needs and the potential of this age boom, Next Avenue will engage, inspire and inform the 50+ population and help them plan for these “bonus years” as the most comprehensive, accessible, intelligent, and thought-provoking daily stop for this growing audience.

WXXI is one of 73 Next Avenue affiliates bringing this important service to its community. When users log on to the new site, they will see local information integrated within the site on the home page.

The content comes from four major sources:

  • Contributors: Top experts and leading journalists will create original content designed to suit Next Avenue’s mission of providing inspiration, advice, and perspective.

    • Led by Senior Editor Richard Eisenberg, the Money & Security and Work & Purpose channels offer perspectives and advice for achieving financial well-being, maximizing present careers, and preparing for meaningful new work. Contributors include Chris Farrell, Financial Editor for NPR's Marketplace Money, Pension Research Council Executive Director Olivia Mitchell,'s Marc Freedman, and journalists specializing in personal finances and careers, including Kerry Hannon, Caroline Mayer, Ben Popken, Catey Hill, and Gwen Moran.

    • Led by Senior Editor Gary Drevitch, the Health & Well-Being and Caregiving sections will feature John Sharp, a Harvard University neuropsychiatrist; Pauline Boss of the University of Minnesota, a pioneer in the field of stress reduction for family caregivers; Margaret Morganroth Gullette of Brandeis University, a nationally-recognized authority on aging in American culture; and Sherri Snelling, a nationally recognized expert on America’s 65 million family caregivers.

    • Led by Senior Editor Suzanne Garber, the Living & Learning channel includes content focused on the home, arts, travel, family and relationships, spirituality, arts and entertainment, technology, personal reinvention, and more. It will include contributions from marriage expert Terri Orbuch, PhD.; a founding editor of MS magazine, Suzanne Braun Levine; home and design author Akiko Busch; family relationship author Francine Russo; architect and author Michael Litchfield; cookbook author and chef Joanna Pruess; former New York Times gardening columnist Leslie Land; technology authority Simon Munk; travel expert Stephanie Oswald (“travelgirl”); and former People magazine film critic Leah Rozen.
  • Public media:  As a PBS system product, Next Avenue will provide a wealth of video and public television personalities on the site, such as the PBS NewsHour and Rick Steves, host of the popular travel show, Rick Steves Europe. In addition, PBS stations throughout the country will provide relevant local information on “localized” sites that specifically address community needs and interests. PBS stations will also help ensure their audience knows this online resource is available.

  • Formal relationships with reliable sources: Deep content will come from Next Avenue’s formal relationships with key public and non-profit organizations that have a wealth of well-researched and trusted information. These organizations include the Administration on Aging,, and Civic Ventures, Family Caregiver Alliance, Federal Deposit Insurance Corporation, Leading Age, National Council on Aging, National Endowment for Financial Education, National Institute on Aging, National Institutes of Health, and SCORE.

  • The Next Avenue editorial team: An in-house staff will create original content designed to suit Next Avenue’s mission of providing inspiration, advice and perspective to help grownups keep growing. With this dedicated staff, Next Avenue can better develop its exclusive offerings and respond to visitors’ needs and feedback. The editorial team is led by Donna Sapolin, Next Avenue’s Vice President and Editorial Director, who brings three decades of experience in both print and online journalism. Sapolin served as editor-at-large of the multi-media enterprise FLYP, editor in chief of This Old House magazine and design and style editor of Food and Wine magazine, among others.
Next Avenue is led by Twin Cities Public Television (tpt) in partnership with the Public Broadcasting Service (PBS), American Public Television (APT) and PBS stations nationwide. Next AvenueSMis a service mark of Twin Cities Public Television, Inc.


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