Medium Rare launches over-50s magazine with Greenstone
Medium Rare Content Agency has partnered with Greenstone and its Australian Seniors brand for a new over-50s magazine to be mailed directly to its 150,000 customers.
The title is due for launch in May 2020 and will be bi-monthly.
Michelle Endacott will head up the content for the new title
Medium Rare will provide the content and media sales services for the magazine, website and social media accounts of the Australian Seniors’ brand. The content will be led by former managing editor of The Australian Women’s Weekly, and current editor of The Farmer, Michelle Endacott.
The sales will be led by Kelly Kilic who comes from a background working at Fairfax, News Corp, Bauer Media and Maurice Media.
Medium Rare managing director Gerry Reynolds said the publication will address an audience that is often overlooked.
“We’re delighted to partner with Greenstone to create a new publication dedicated to an audience that is often overlooked, misunderstood and misrepresented by mainstream media,” said Reynolds.
“Research shows that older consumers crave sophisticated content that is less about age and more about celebrating the best of their life stages.
“This magazine has the potential to be a real game-changer – and its guaranteed circulation will make it an attractive proposition to advertisers wishing the engage with a high-spending readership.”
Endacott said the growing demographic is calling out for its own content.
“I’m looking forward to delivering a magazine to a demographic that continues to grow; a group of trailblazers who remain adventurous, confident and positive, while often having to deal with some harsh life experiences.
“This generation is working longer, has more purchasing power and retains progressive attitudes that are not age-dependent.
“I feel privileged to have the opportunity to create what I believe will be a ground-breaking publication.”
Simon Hovell, chief marketing officer at Greenstone, said: “At Australian Seniors, we’re committed to helping Australians over 50 stay in control of the things that matter.
“This magazine will bring alive the real issues, challenges and successes faced by our customers in their everyday lives, providing a forum to tell their stories, share their concerns and impart their wisdom.
“Medium Rare has an outstanding reputation in content creation and media sales and we are delighted to partner with them to create real value for our customers.”
From DR to Direct Mail, Greenstone really know how to build a brand
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Michelle Endacott has to be one of the cleverest editors in Australia. Can’t wait to see what she does with this magazine and no doubt the mainstream media will be watching the content she produces.
She’s done an astounding job with The Farmer magazine – and it’s a pity it didn’t get into more mainstream newsagents. The agricultural community loved it, you’d regularly go to Canberra or Macquarie Street and see it tucked under the arms of politicians and those city dwellers who managed to pick up a copy enjoyed a rare and informed insight into rural life also.
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Providing content to Australian “Seniors”?? Dealing to “trailblazers who remain adventurous, confident and positive”??
Those comments alone write off anyone over 50!
Your publication will contribute and add to age discrimation that exists, remains a constant and very misplaced. Who needs another forum to talk about perceived challenges that most assume exist once the clock strikes 50. Try upping your age to 80’s and beyond to discuss issues. Maybe the target audience might show some interest and wear the aging label your want to give with pride rather than detriment.
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