New Bauer mag for women over 50 called Yours, with digital strategy focused on Facebook



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.”

One of the key differentiators from Woman’s Day for Yours is a focus on real life, not celebrities, with “useful and interesting content for an informed readership”.

The typical reader, Connolly said, is 58, but she feels 14 years younger. She’s young at heart, fashionable, modern and energetic.

“That stereotype of a greying 50-year-old woman who doesn’t care about her appearance anymore is absolutely not the case,” Connolly said.

“They’re very influential and they’re big decision makers across three generations as the younger generation looks up to them and the older generation, their own parents, are looking to them for advice, so they know they have to look after their health and finances.”

At the heart of the publication is a section called “Good to Know” with 18 pages of advice in the first issue, covering everything from gardening to gynecology, technology and financial affairs.

The mag will also have a strong sense of “community with a Yours ‘club’ filling the traditional letters pages with readers’ photos, stories and cooking tips.

And the magazine will extend the brand and aim to strengthen this sense of community by hosting events with inspirational speakers, and focusing its digital strategy solely on social media and specifically Facebook.

“We know Facebook is a huge part of this demographic’s lives and they are very active on it so we have got some great content to launch with the magazine,” Connolly told Mumbrella. There are no other plans for a digital strategy yet, she said.

While many are retreating from print research by both Bauer and Roy Morgan suggests magazine readership is increasing in this demographic, which is not currently serviced by a mainstream magazine in Australia.

The Roy Morgan research suggests women over 50 read more magazines in 2013 than they did in 2009, and spend around an hour and a half reading them each week.

“By targeting women between 50 and 65, Bauer are connecting with a group that isn’t well catered for, but which represents a potentially lucrative market for savvy advertisers,” said George Pesutto, Roy Morgan’s general manager of media and communications.

“These women generally have a higher net worth than younger women, and are more likely to feel financially stable, yet often feel excluded by youth-focused advertising and media.”

Connolly claimed there has been growing interest from in long-term involvement with Yours, and brands in the categories of travel, beauty and health supplements are among those featured in the first issue.

“Advertising clients really recognise the importance of this segment and we had a lot of interest and enthusiasm around the launch especially so we’re having lots of conversations with a number of advertisers,” she said.

Connolly steps into her new dual role as editor-in-chief across two titles months after Bauer brought its Cleo and Dolly magazines under one editor-in-chief, Lucy Cousins, who took on the dual role in November,

Assisting her will be Yours editor Lisa Sinclair, the former editor of Bauer’s NW magazine, and deputy editor of Woman’s Day Claire Isaac who will step up into the editor’s role. Connolly said some of their journalists will work across both titles, and some will be dedicated specifically to one.

Bauer has recently come under scrutiny for rebadging international syndicated content in real-life magazine Take5 as local content, a practice it claims to have stamped out. Although Yours can syndicate content from other publications and from the UK version, Connolly said they do not intend to.

“Yours in the UK is quite a different proposition,” she said. “First and foremost this is very homegrown magazine filled with local content so yes we’ll look to other Bauer titles in this category for ideas, whether it be a feature idea or something as simple as a headline or caption, but it’s certainly content that is being produced here locally on the whole.”

Celebrity exclusives, like the photos of a pregnant Kate Middleton in her bikini that Connolly controversially published last year, will not be of interest to readers of Yours, she added.

The new title will have a “very brief brushstroke on celebrity”, Connolly said, as although there will be a celebrity interview featured on the cover of the first issue, and a celebrity diary from contributors such as Denise Drysdale or Kathy Lette, they will only make up a small part of the content.

Human interest stories about ordinary Australians who have done extraordinary things will feature just as strongly, as will short fiction and articles on subjects such as food and travel, all tailored to the older woman.

“It’s about as varied as you could possibly conjure up,” Connolly said.

“It’s very different from Woman’s Day in so many ways. It’s no accident that I’m across the two titles because the amount of content that has come across my desk in the last five years that I haven’t been able to place and hasn’t had a place until now.

“It’s just a great opportunity to be directing content to the left and to the right, so I’m able to service a greater female readership and it’s been a long time coming.”


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