Hong Kong is flooded with print media. There are close to 100 newspapers and magazines on the newsstand. Besides publications of a general nature for the family, there are also those for young people, housewives and children. But publications for seniors are rare.

　　The Voice, which was founded in 1976, is known as the world's first Chinese-language periodical for seniors. With a circulation of 25,000, it is mailed free-of-charge to the homes of its elderly readers, and is even reaching readers who have emigrated to Canada and the U.S.

　　Chan Ping Lun, chief editor of The Voice, recalls that it started out with only two pages, mainly covering activities, services, leisure living and consumer information for older people. To keep down the cost, secondary school students were recruited as volunteer reporters and editors. These volunteer reporters included Legislative Councillor Cheung Chiu-Hung and former Legislative Councillor Lo Wing-lok, who were then students. The publication later grew into eight pages. Its contents have been enriched by the help of many professionals -- working journalists, noted cartoonists Ah Chung and Heungshan Ah Wong, Chinese herbalist doctor Chu Kwok-tung, and Mr. Wai Kee-shun. They were enlisted to make the publication as suited to the tastes of seniors as possible.

　　Although The Voice was founded by St. James' Settlement, for its running costs it mainly relies on the Community Chest, readers' donations, advertisement revenue and co-sponsorship of activities and events. In recent years the allotment from the Community Chest has dropped from $260,000 to $130,000 a year. Chan Pinglun laments that it is not easy to operate this senior publication. During the period when Hong Kong was hit by SARS, donations from elderly readers took a sharp dive. He had to try all means to seek new financial sources and cut down spending.

　　Besides The Voice, only one other senior publication is left in the market. It is the Senior Citizen Home Safety Association's Senior Biweekly, which sells for $8. Chan Ping-lun is also an advisor to Senior. He remarks with a sigh that it is no easy job to publish a magazine for older people. "Older people either live on their savings or are supported by their children. They are naturally careful spenders. Young people and housewives, on the other hand, have stronger buying power, so magazines for them have an easier time getting advertisements. The Hong Kong population is ageing and the portion of old people in the community is rising higher and higher. There is definitely a "future" for magazines targeted at seniors, but "no money prospect."