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Video: Glossies say 40 is the new 20

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    >>> this morning on "today's woman" over 40 and all the rage. you may have noticed a bit of a trend if you browse the magazine stands recently. actresses who said good-bye to their 20s long ago are now dominating the covers. fall fashion covers this year make over 40 look fabulous. there's "harper's bazaar" with jennifer aniston , age 41. halle berry , age 43. and julia roberts , age 42. so how is it that hollywood 's more seasoned actresses are fall's new it girls?

    >> you're going to get a broader audience if you pick somebody who is older. miley cyrus on the cover you can tell you about 300,000 people who wouldn't even pick it up. now if you put julia roberts on the cover, it has just more appeal and more gravitas.

    >> magazine sales are down from last year and hollywood is following the same success formula.

    >> women over 40, they've got some life experience. you can't base that -- and i think audiences can always see it when somebody is contrived or fake. if you have an actor or actress in their 20s, they just don't have that life experience. they can't bring that to these roles.

    >> sandra bullock has thrown her weight around to the tune of $56 million. that's her income in the last year thanks to the huge success of "the blind side" and "the proposal. " sandra bullock is hollywood 's highest paid. jennifer aniston stars as a 40-year-old single mom in "the switch." some say the over 40 formula is a welcome trend.

    >> youth rules of hollywood and it was actresses. it seemed like once they hit 30 they were like nonexistent in hollywood and they couldn't get a callback. now it's kind of cool to see that hollywood is finally catching up and realizing that women over 40 have a lot to offer.

    >> magazines like the silver screen now happily embrace the idea older is wiser and it's bankable, too.

    >> is it a positive trend to have older women on the cover? you bet. it's the greatest thing that's ever happened to america and maybe now we can get over our obsession with you. that's the way the world is and it's great.

    >> laura is a marketing and branding strategist and averil is from "harper's bazaar." good morning to both of you. let me start with you. the september issue is the most important issue for fashion magazines . why do you think we're seeing all of these actresses over the age of 40 on the covers?

    >> well, i think it does come down to dollars and cents. the biggest ad revenue, of course. a lot of those pages are ads and we want to appeal to the broadest audience who has money in this market? the older woman has a lot more money than the younger woman who doesn't have money to spell. they do want to make the best case to the most people who have the most money.

    >> it's about the buck not showcasing older women and saying, look, america --

    >> well, yes. there's a combination and it does come down to dollars and cents. i think the economy it's worth it to realize what do women really want? has our culture grown up and embraced aging? they are great examples of it and kconsumers can relate to that and love them.

    >> you put jennifer aniston on the cover, did you do that to send some message to your audience out there? did you do it because she's a hot star? we did it because she's a hot, fabulous, chic woman. interesting to note that, yes, the big fashion magazines in the september issue have women who are over 40. but we've watched these women who have appeared on lots of fashion magazines age so gracely from their 20s, 30s, 40s. the fact they're still on the cover at 40 is a fabulous message. would we still be putting people in their 20s on the front cover of our magazine? absolutely. it's fabulous every age moment. we cover that a lot and i think it's a wonderful message that we are sending that you can age gracefully and gorgeously.

    >> and i take issue with this a little bit. if you want to send the message then the rest of the year you put on a lot more models who are 40, 50, 60, not just this group we've all grown up with to begin well, they are stars and the models in general in the magazines tend to be young but we are a celebrity obsessed society. you see fewer models on the cover. we're interested in stars and celebrities and time tested stars. there's also a lack of really exciting young 20-somethings to talk about. a lot of them are the lindsay lohans and the snookis that don't have as much to talk about or show for themselves.

    >> all right. hopefully these covers will do well. ladies, thank you so much for joining us this morning. appreciate it.

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Photos: Julia Roberts

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  1. The 'in' crowd

    Actress Julia Roberts is known for iconic films like "Pretty Woman" and "Steel Magnolias" as well as for her unforgettable smile -- and the Oscar-winning actress was named People magazine's Most Beautiful Person in 2010. Here, she's shown joining fellow A-listers at the 86th Annual Academy Awards on March 2, 2014 in a selfie posed by host Ellen DeGeneres (lower center) that set a record for re-tweets once it was posted on Twitter. (Also pictured, clockwise from left to right: Jared Leto, Jennifer Lawrence, Channing Tatum, Meryl Streep, Kevin Spacey, Brad Pitt, Lupita Nyong'o, Angelina Jolie, Peter Nyong'o Jr. and Bradley Cooper.) (Handout / Getty Images) Back to slideshow navigation
  2. Back in black

    Nominated for a supporting role in "August: Osage County," Roberts stuns at the March 2014 Oscars in Los Angeles while wearing a black lacy peplum gown by Givenchy and jewelry by Bulgari. The actress has one Oscar and three nominations. (Jordan Strauss / AP) Back to slideshow navigation
  3. She's got legs

    Roberts makes a surprise appearance at the 56th Annual Grammy Awards on Jan. 26, 2014 in Los Angeles as she welcomes honorees Paul McCartney and Ringo Starr to the stage for a tribute to the Beatles. (Kevork Djansezian / Getty Images) Back to slideshow navigation
  4. Mommy issues

    Roberts received her latest Oscar nomination for her role as a bitter, brittle daughter of Meryl Streep's domineering, ailing mother in "August: Osage County." (Claire Folger / AP) Back to slideshow navigation
  5. Screen titans

    Meryl Streep and Roberts, who co-starred in "August: Osage County" in 2013 were often seen on the red carpet awards circuit the following year; here, they're at the 19th Annual Critics' Choice Movie Awards in Santa Monica, Calif. on Jan. 16, 2014. (Christopher Polk / Getty Images) Back to slideshow navigation
  6. Power duo

    Actors Dermot Mulroney and Roberts appeared side-by-side in both "August: Osage County" and "My Best Friend's Wedding," and she lent her voice to the Mulroney-directed "Love, Wedding, Marriage." Here, they attend the "August" premiere at the Ziegfeld Theater in New York on Dec. 12, 2013. (Dave Kotinsky / Getty Images) Back to slideshow navigation
  7. All rise

    "August: Osage County" received a standing ovation at its Toronto International Film Festival premiere in Sept. 2013; perhaps Roberts' attendance had something to do with it. (Jason Merritt / Getty Images) Back to slideshow navigation
  8. Being bad

    Though she usually plays wholesome heroines, Roberts dove happily into portraying Clementianna, the wicked Queen in 2012's "Mirror, Mirror," opposite Lily Collins as Snow White. (Relativity Media) Back to slideshow navigation
  9. Face in the crowd

    Roberts dazzles fans waiting on the street near the Ed Sullivan Theater in New York as she leaves a taping of "Late Show With David Letterman" on June 28, 2011. (Donna Ward / Getty Images Contributor) Back to slideshow navigation
  10. Crowne-ing achievement

    Roberts starred alongside Tom Hanks in 2011's romantic comedy "Larry Crowne" as a speech teacher who tries to help Hanks' Crowne, who is trying to better himself. (Universal Pictures) Back to slideshow navigation
  11. Chairwoman of the board

    Roberts receives a Board of Governors award, presented by Tom Hanks, at the 25th Annual American Society of Cinematographers Awards in Hollywood, Calif. on Feb. 13, 2011. (Frederick M. Brown / Getty Images) Back to slideshow navigation
  12. All smiles

    Roberts grins while being honored by Glamour Magazine at its 2010 Women of the Year gala in New York on Nov. 8, 2010. (Larry Busacca / Getty Images) Back to slideshow navigation
  13. Delicious pairing

    Javier Bardem and Roberts pose during a photo shoot while promoting "Eat Pray Love," in front of Zurriola Beach at the 58th San Sebastian Film Festival on Sept. 20, 2010. Roberts received the Donostia Award for lifetime achievement in acting at the festival, which is held in Spain. (Vincent West / Reuters) Back to slideshow navigation
  14. Mad about Julia

    In 2010's "Eat Pray Love," Roberts played a woman touring the world in hopes of discovering herself, and who shared a romance with a man played by Javier Bardem. The movie was based on the best-selling book by Elizabeth Gilbert. (Sony via AP) Back to slideshow navigation
  15. 'Duplicity'

    Julia Roberts received her seventh Gold Globe nomination for her role in the 2009 romantic thriller "Duplicity," co-starring Clive Owen, right. (Pascal Le Segretain / Getty Images) Back to slideshow navigation
  16. 'Valentine's Day'

    The actress is pictured with her niece, actress Emma Roberts, right, and Shirley MacLaine, left, at the "Valentine's Day" Los Angeles premiere. The 2010 romantic comedy reunited Roberts with her "Pretty Woman" director, Garry Marshall. (Gabriel Bouys / AFP - Getty Images) Back to slideshow navigation
  17. Mile-high meeting

    Roberts plays an Army captain who befirends Bradley Cooper's character on a flight in the 2010 ensemble comedy "Valentine's Day."

    New York magazine reported that the actress made roughly $500,000 per minute on screen for her brief appearance in the star-studded film. (Warner Bros.) Back to slideshow navigation
  18. Helping Haiti

    The actress joined fundraising efforts to help Haiti after the devastating January 2010 earthquake hit the island nation. Here she appears at the "Hope for Haiti Now: A Global Benefit for Earthquake Relief" telethon on Jan. 22, 2010 in Los Angeles. (Mark Davis / Hope for Haiti Now via AP) Back to slideshow navigation
  19. For the children

    Julia Roberts participated in the reading of "The World Of Nick Adams" to honor Paul Newman held at Davies Symphony Hall in San Francisco, Calif., in 2008. The performance was a benefit for Paul Newman's recreational camp and family health care center for children suffering from life-threatening diseases. (Kevin Winter / Getty Images) Back to slideshow navigation
  20. 'Charlie Wilson's War'

    Aaron Sorkin's Golden Globe-nominated film "Charlie Wilson's War" was based on a real congressman who worked to bring down the Soviet empire in the Cold War era.

    Roberts called the film "witty" and "intelligent," adding that her costars Tom Hanks and Philip Seymour Hoffman were "just amazing." (Francois Duhamel / Universal Pictures via Everett Collection) Back to slideshow navigation
  21. All in the family

    Lasting love finally found Roberts when she married Daniel Moder on July 4, 2002 at her ranch in Taos, New Mexico. The couples' 2-year-old fraternal twins, Phinnaeus Walter and Hazel Patricia Moder, were born on November 28, 2004. Their third child, Henry Daniel Moder, arrived on June 18, 2007.

    As the family prepares for the holidays, Roberts says of her kids, "They're just starting to figure out Christmas. It's a good food holiday in our house." And, she adds, "I haven't gotten anything yet for my husband!" (INFGoff.com) Back to slideshow navigation
  22. Red carpet beauty

    Roberts looks radiant in Giorgio Armani at the 2004 Academy Awards at the Kodak Theater in Hollywood, California.

    The actress has yet another awards ceremony to look forward to: Her new film, "Charlie Wilson's War," was recently nominated for five Golden Globes, including a nod to Roberts for Best Supporting Actress. "Usually the triumph of my day is everybody making it to the potty," Roberts told Lauer. "So, yes I think it's thrilling." (Frank Micelotta / Getty Images) Back to slideshow navigation
  23. 'Closer'

    Roberts starred with Jude Law in 2004's "Closer," a drama about love and deception. Costars included Clive Owen and Natalie Portman. 2004 was a big year for the actress: She released two blockbuster films ("Closer" and "Ocean's 12"), and she also became a mother. (Columbia via Everett Collection) Back to slideshow navigation
  24. Roberts gives back

    Roberts comforts 15-year-old Lindsey Ross who has RETT syndrome, as her father Nick looks on during a news conference on Capitol Hill, in 2002 in Washington, DC. Roberts testified before Congress to request $15.5 million in funding research on RETT Syndrome, a debilitating neurological disorder that affects the motor skills of young girls. (Mark Wilson / Getty Images) Back to slideshow navigation
  25. 'The Mexican'

    Roberts appeared with Brad Pitt in the 2001 film "The Mexican." Though it was not one of her best-received movies, it was on this set where she met her current husband, cameraman Daniel Moder.

    Like Pitt and Angelina Jolie, Roberts and Moder have also found the time to give back. In her Dec. 14 TODAY appearance, Roberts showed Lauer the bracelet she was wearing: "This is the red campaign bracelet that Giorgio Armani has produced that my husband and I designed," the actress explained. "It's sold at Emporio Armani and it's to raise money for AIDS in Africa." (Merrick Morton / Dreamworks via Getty Images) Back to slideshow navigation
  26. 'Ocean's 11'

    In 2001, Roberts held her own amongst the high-profile, male-dominated cast of "Oceans 11." She later starred with George Clooney again in sequels "Oceans's 12" and "Ocean's 13." (Everett Collection) Back to slideshow navigation
  27. 'Erin Brockovich'

    Roberts starred in 2000's "Erin Brockovich," a film based on a true story. Her portrayal of the title character -- a single mom and legal assistant who brings down an unscrupulous energy company -- finally won her a Best Actress Oscar. (Getty Images) Back to slideshow navigation
  28. 'Runaway Bride'

    Roberts and Gere reunite in the 1999 romantic comedy "Runaway Bride." Many people wanted this film to be something like a sequel to "Pretty Woman," but it ultimately did not live up to expectations. (Getty Images) Back to slideshow navigation
  29. 'Notting Hill'

    Art imitates life in the 1999 film "Notting Hill," in which Roberts plays the world's most beautiful woman and a beloved actress. In the film. Roberts' character falls for a bookstore owner (played by Hugh Grant). (Getty Images) Back to slideshow navigation
  30. 'My Best Friend's Wedding'

    Always the sweet and approachable "best friend," Roberts starred in 1997's "My Best Friend's Wedding," with Dermot Mulroney. The comedy was a huge box office success. (Everett Collection) Back to slideshow navigation
  31. Lyle lucks out

    Roberts married country singer Lyle Lovett in June 1993, three weeks after they met. They announced their separation less than two years later, and subsequently divorced. (Time Life Pictures / Getty Images) Back to slideshow navigation
  32. 'The Pelican Brief'

    In 1993, Roberts starred alongside Denzel Washington in "The Pelican Brief," which was based on a John Grisham novel of the same name. (Everett Collection) Back to slideshow navigation
  33. One hot couple

    Roberts dated actor Benjamin Bratt for four years, but the couple split in 2001, much to the surprise of their fans and friends. Here, the couple walks the red carpet at the 2001 Academy Awards. Dressed to impress, Roberts wears a vintage Valentino dress from 1982 with Van Cleef and Arpels jewelry, and Bratt is in Armani. (Getty Images) Back to slideshow navigation
  34. 'Pretty Woman'

    A favorite among women, 1990's "Pretty Woman" benefited from the great chemistry between Roberts and Richard Gere. She received a Best Actress Oscar nomination for the film. (Everett Collection) Back to slideshow navigation
  35. 'Flatliners'

    Roberts acted alongside Kiefer Sutherland in the 1990 drama "Flatliners." The pair met on the set and became romantically involved, but later broke off their engagement. Roberts has had widely reported romantic relationships with other famous men, including Liam Neeson, Dylan McDermott, Kiefer Sutherland, Lyle Lovett, Daniel Day-Lewis, Matthew Perry and Benjamin Bratt. (Everett Collection) Back to slideshow navigation
  36. 'Steel Magnolias'

    Roberts' moving performance in 1989's "Steel Magnolias" as a young bride with diabetes earned the actress her first Oscar nomination (as Best Supporting Actress). Roberts' castmates on the film included Sally Field, Dolly Parton and Dylan McDermott, who Roberts was dating off-screen. (TriStar Pictures via Everett Collection) Back to slideshow navigation
  37. 'Mystic Pizza'

    One of the most famous and highest-paid actresses in the world, Julia Roberts captured hearts in the early '90s after starring in "Pretty Woman." Among other achievements, the 40-year old has a Best Actress Oscar to her name, plus three Golden Globes. In a Dec. 13 interview with TODAY's Matt Lauer, the actress was humble about her achievements: "I didn't realize I had done that much. That's great!" Here's a walk through her life and career.

    1988's "Mystic Pizza," in which a young Roberts starred alongside Annabeth Gish and Lili Taylor, was Roberts' first film. (Samuel Goldwyn via Everett Collection) Back to slideshow navigation
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  1. 86th Annual Academy Awards - Show
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    Above: Slideshow (37) Julia Roberts
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    Slideshow (8) Julia Roberts' transformation
  3. Premiere Of Lifetime's "Call Me Crazy: A Five Film" - Arrivals
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    Slideshow (49) Jennifer Aniston
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    Slideshow (49) Halle Berry
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    Slideshow (89) Angelina Jolie
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    Slideshow (33) Tina Fey

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