New Bauer mag for women over 50 called Yours, with digital strategy focused on Facebook
Connolly
Bauer Media Group’s new magazine for women over 50 will be named Yours after its UK counterpart, with a digital strategy aimed
solely at Facebook according to editor-in-chief Fiona Connolly.
While holding onto her job as editor-in-chief of Women’s Day, Connolly, who joined Bauer Media from News Corp’s Daily Telegraph in 2009, has now also taken on Yours, which she promises will be a very different title.
As Mumbrella revealed earlier this month Bauer is releasing the fortnightly magazine on February 2, with a $2m marketing campaign. For Connolly, things are getting down to “the nail-biting finish.”
A “$2m marketing campaign” doesn’t count, especially if the ads appear in other Bauer titles which are very mags you claim not to be cannibalising.
hundred bucks – 6 months tops
Has anyone noticed that the readers of Woman’s Day and The Australian Women’s Weekly are actually skewed to 50+women? 50+ magazines have never worked – staid and boring. They are incontinence pads of the magazine market. No one really wants to go there. Good luck.
Depends if they really do nail the content. I LOVE magazines, but as an “on the way to 50” woman who I suspect like many, behaves as a 35 year old or even younger person might have years ago, there isn’t a product in the market to suit me.
The ones that come even half way close still smack too deeply of an obsession with appearance and youthful celebrity that I simply don’t have, or seem to assume I spend my life cooking for a family that I don’t have, and that I ought to be thinking about putting a funeral plan in place – tempting as THAT sounds, I think I’ll pass.
However, I would LOVE a magazine that actually had some content I really wanted in it – interesting articles that genuinely focused on real women without the “You ain’t ma reeeeel daddy” approach, excellent travel articles for people with the money to do interesting things, but who think there’s little point in staying in the Sheraton – seen one, seen ’em all. I’d love to see some great “real” fashion that doesn’t require you to be a 17 year old super model, but nor does it make you think “I’d rather die than wear that nanna horror”. Health and well being articles that actually assume your IQ is somewhat above double digits, and food articles that know the correct answer to the question “What are you making for dinner?” is, almost always…..”A phone call” at the moment, because I don’t need to make 30 minute meals for my non existent kids, and nor do I need to cook impressive dinner parties more than say twice a month…….
Fingers crossed they actually manage to come up with something interesting that doesn’t patronise and caters to the right audience.
Using Facebook solely is not a digital strategy. Give it 3 months. Tops.
With her stereotypes firmly in place, Fiona shows why she is an editor of woman’s Day, one of the least respected mags around. Memo Fiona; the only people who think grey hair automatically goes with not caring about your appearance are superficial people and those who get to edit gossip mags. May I suggest the outcome will be grim unless there are major reality checks, most women of 50 know what they like and what they don’t and wont waste time on rubbish or condescending pap. That said, good luck to them I hope it succeeds.
They’re late to the market … We’ve been running online publication Starts at Sixty http://www.startsatsixty.com.au for nine months with great success in the online space featuring real content… from real community… We’ve got over 150,000 pageviews a month, and a facebook engaged like ratio of 100%….
Who wants print when you can have digital and incredible engagement!
Congratulations on a great first issue. Totally enjoyed every article from cover to cover. There is something for all mature age women.
Is that meant to be a picture of a woman over 50? If so I don’t think they quite understand their target audience…
Nope, I didn’t read the article at all. My bad
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