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Executive Media launches new magazine, Traces

Melbourne-based Executive Media is set to launch a new magazine focused on Australian history – Traces.

Launching in December this year, Traces will produce content across a range of historical topics, including family history and genealogy, insights on historic events and people, Australian destinations, artefacts and antiques.

The first edition, set to launch in December

Released on a quarterly basis, the history magazine is expected to have an unaudited readership of more than 30,000, and its target audience will be the over-40 demographic.

However, it will also target universities, as it tries to broaden its readership.

Founding editor Eden Cox told Mumbrella the magazine would be for anyone who had an interest in Australia’s history, however added it would feature international stories as well.

“Aside from being a personal interest of mine…it’s been my experience generally that Australians are quite interested in  the history of this country, but they often don’t know how to seek it out,” Cox said.

“To our knowledge, this is the only print magazine that exists on Australian history at the moment. We are hoping to capture an audience that doesn’t have access to Australian history but wants it.

Cox is the founding editor of the magazine, and has a passion for history

“Traces is for anyone interested in this country’s story, from ancient Indigenous heritage to European settlement, local history, artefacts, and family genealogy. Featured international stories will make Traces a well-rounded source of heritage news.”

Cox said the company will work with national and local heritage organisations, historians, and academics to deliver “top-quality” content.

It was a good time to launch, according to Cox, as infrastructure projects – including Melbourne’s metro tunnel and NSW’s light rail – have started “unearthing relics” from Australia’s early settlement, as roads are stripped back.

She added: “Indigenous history is being re-written as we speak, with the discovery of a 65,000 axe head discovered in Kakadu this year, which has pushed Australia’s human history back by at least 18,000 years.”

Commenting on the benefits for advertisers, Cox said being the only history magazine in newsagents was important.

“The readership is a very dedicated one in the history field – people who like history tend to really like history so we’ve already got subscribers signing up and the website has only been live for a week.

“We haven’t done a lot of promotions yet, and we already have subscribers, so that’s a good sign.”

The publication will be available online through iSubscribe, and will have its own website, e-newsletter, Instagram and Facebook page.

It will be distributed nationwide, across more than 2,500 news agencies, stories as well as local and state libraries.

Executive Media’s other titles include Caravanning Australia, Forge, Australian Resources & Investment, and ROVA in its New York office.

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