With almost three quarters of respondents believing there aren’t enough media channels targeting the over 50 demographic, Bauer Media CEO Matthew Stanton believes Bauer has tapped into a “powerhouse” demographic.
“When we asked if there were currently TV shows, magazines, radios, websites that best represent the lifestyle of over 50s, 74% of the respondents said no,” he said at the launch of Yours this morning.
“Two years ago we looked at this marketplace and there was very much a gap in the market that we could come into.
“This demographic, in particular, is really a powerhouse, a really strong demographic. Three and a half million women are over 50 and we’ve got the 45-64 age group as the fastest growing demographic out there for us. It’s a clear area for us to go into.
“We have a number of other magazines that obviously do touch on this area, but this is very much targeting a specific age group.”
Yours is specifically aimed at women over 50 and was launched this morning at Ivy Sunroom in Sydney.
According to editor-in-chief of Yours, Fiona Connolly, “this woman is 58, although she feels 13.4 years younger than that”.
Deborah Thomas, director of media and brand development, expressed her outrage this morning at one of her friends claiming 50 is the new 60.
“50 is the new 40, but I think it’s closer to the new 30s,” she said.
The first issue of Yours features journalist and Nine’s A Current Affair presenter Tracy Grimshaw on the front cover with 100 pages on a variety of topics; travel, finance, homes, gardening, pets, health and wellbeing and fashion with Connolly hinting next issue could see online dating.
With the hope of creating a sense of community amongst the demographic, Connolly’s first ed’s letter outlines the magazine as “a place where you can share your stories, photos, recipes and wisdom”, adding: “Think of it as a meeting place for friends like you.”
Photo: Publisher, Sebastian Kadas and Editor-in-chief, Fiona Connolly.