Established in 1961 as California Senior Citizen, this publication is a tradition for seniors in the Los Angeles market. Not Born Yesterday taps into a geographic area containing over 3.5 million seniors. 100% requested circulation. 30% paid. The Not Born Yesterday is in the Los Angeles, CA DMA. The Not Born Yesterday offers ROP and insert advertising opportunities in its circulation. The Not Born Yesterday is a senior newspaper that is published monthly. Echo Media has direct relationships with over 7,500 newspapers providing tremendous local coverage.