Bauer Media to launch fortnightly magazine aimed at women 50-65

Bauer logoBauer Media Group will launch a fortnightly magazine for women aged 50-65 in the first week of February with current Woman’s Day editor Fiona Connolly as editor-in-chief and former NW editor Lisa Sinclair executive editor, Mumbrella can reveal.

While declining to say what the title will be Bauer’s director of sales Tony Kendall confirmed the magazine would fill a niche in the market for a generation that has been left wanting in the current media market.

Research conducted in the third quarter of last year found three quarters of women (74 per cent)  said they did not feel there was any media in the market that appealed to their age group, Kendall said.

It is understood the format will be similar to Bauer publication Woman’s World, a magazine aimed at a similar demographic which is published weekly in the US. In Australia the publisher produces Shop Til You Drop and Australian Motorcycle News on a fortnightly run.

“This demo is very happy, very optimistic, very young at heart,” he told Mumbrella.”There are lots of misconceptions about women over 50, and they certainly don’t see themselves as old.

“Elle McPherson, Goldie Hawn, George Clooney, are all over 50, and these are the sort of people they want to associated themselves with. They are still young at heart and very active.”



Kendall said advertisers have jumped on board with retailers Coles and Woolworths keen to partner with the new brand, while a team of 11 journalists and sales staff have been working steadily on the new magazine, some moving from other Bauer publications and some from outside of the company.

Bauer confirmed the magazine is published by the global publishing group in the UK and Europe, and will be able to share content with these publications, but would not reveal the name of the title.

While it may compete with Bauer’s other publications such as Woman’s Day, the Australian Woman’s Weekly and Pacific Magazine’s Better Homes and Gardens, Kendall said it will stand out in the market.

“Research showed there wasn’t a competitor like this,” he said. “There’s definitely some parts of our own titles that may compete, and then there are  titles like Open Road, Prevention and Diabetic Living, but they are very niche and probably more aimed at people 60-plus.

“This will be aimed at 50-65’s predominantly and cover celebrity, lifestyle, news, beauty, fashion, but all of that beauty and fashion will not be the Kardashians, it will be more along the lines of Goldie Hawn.”

The magazine is expected to be the first of two new publications to be launched by Bauer Media in Australia this year, with another planned for the second half of 2014.

Matthew Stanton, CEO of Bauer Media Group in Australia, praised the number of magazine launches by the publisher in a live video hangout with Mumbrella in November.

Megan Reynolds


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