The membership scheme for 55- to 65-year-olds has grown considerably more slowly than anticipated, according to the charity. A spokeswoman confirmed it had 'scaled down plans to reflect this slower pace of growth'.
Age Concern invested £8m in last year's launch of the scheme, with Clemmow Hornby Inge handling marketing, but activity has now been sidelined.
Heyday magazine, produced by Redwood Publishing, will continue for two issues on a smaller scale, before being retendered.
The scheme had initially hoped to recruit 500,000 members by 2007, but has now revised the target to 50,000 by April.
'Heyday's core purpose is charitable and our board decided its activities sit best within Age Concern England,' said the spokeswoman. 'The new business plan reduces our operational costs in line with the pace of membership growth we now expect to achieve.'
As well as exclusive deals with partner firms, Heyday offers information on subjects such as preparing for retirement and health issues related to ageing.
_1.jpg)
.jpg)
