Deborah Hutton portal aims at 45+ female market

TV personality Deborah Hutton has launched a wellness platform pitched at the 45+ women’s market.

Called Balance by Deborah Hutton, it uses websites, mobile and tablet apps, YouTube and social media to provide women with information on health, relationships, work, home life and money.

The site, which went live this week, is led by an eight-week program called Pursuit of Balance, featuring interviews and advice from Australian media personalities such as Olivia Newton-John, Professor Kerryn Phelps and Jane Flemming.

The platform launches with 1,000 registered users after a social media campaign and promotion through celebrity networks.

Jaye Coley, of the Media Workshop, will head up the media sales team to manage advertising and brand partnerships.

Coley said in a statement: “There really isn’t anything like this in the market at the moment with the star power or who know their audience quite so well.”

Pixel Natives are working across the development of mobile and tablet apps as well as site development.


  1. Gordon
    17 Oct 12
    6:55 am

  2. Mamamia copycat

  3. Mark
    17 Oct 12
    10:05 am

  4. Wonder if her hockey playing mates will use it.

  5. Nicky
    17 Oct 12
    10:24 am

  6. @Gordon it’s actually not a copycat site. Mamamia is targeted at mothers, particularly young mums and women between 24 and 40. This is an incredibly astute launch targeting a section of the population who are 1. Staying in employment longer 2. Have the most expendable income of all demographics and 3. Are not currently being catered to by content creators and advertisers… despite having the most cash to burn. This is going to be a win for all those involved.

  7. Anna Barr
    17 Oct 12
    2:12 pm

  8. I agree with Nicky. There’s nothing out there for more mature women – really important as we are an ageing population. Magazines seem to need convincing that we don’t need anymore reading for the under 35’s. The money is with 45+ and they are receptive to information more than ever, as they adapt to the next chapter of life.

  9. Jason Lavigne
    17 Oct 12
    5:53 pm

  10. A couple of things:
    1. This isn’t a Mamamia copycat at all, Deb’s approaching the mature women’s market from a totally different perspective and good on her. She’s an extremely smart and switched on woman, and if anyone can make this excellent coaching/mentoring concept work it will be her.

    2. Just to be clear about Mamamia, we’re focussed on the 23-49 yo women’s demographic but only 50% of our readership have young kids – We’re not targeted specifically at young mums, though given that our content is about staying up to date and current across all issues/current affairs that are particularly pertinent to women, they will clearly be part of our readership.