Groovy Grandmas struggles on the newsstands
A new magazine aimed at grandmothers appears to be failing to make it at the newsstand. Groovy Grandmas launched with a 30,000 print run annual in November, ahead of a planned quarterly publication from March 1. It says it targets a 40+ female baby boomer audience.
But newsagents posting on the Australian Newsagency Blog have been reporting that they haven’t sold a single copy in the six weeks since the magazine came in. The magazine is a spin off from the NSW-based Groovy Grandmas website which appealed for support for the launch back in October.
The launch is not the first media vehicle to attempt to target the Australian baby boomer audience directly. Radioboomer.com.au launched two years ago, although it is no longer available. One problem of targeting a demographic as large as boomers or grandmas is that many consumers do not define themselves by that label, so do not see such media titles as being for them.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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