Wellbeing Media Group launches two new publications, Wild and Being

Wellbeing Media Group has added two titles to its collection of lifestyle brands – Wild, aimed at millennials, and Being for centennials.

They join Wellbeing in the suite of mindfulness titles published by parent company Universal Media Co.

Publisher Janice Williams said the new titles reflect the movement towards mindfulness in consumers.

“Wild and Being are publications for the times, providing their audiences valuable in-mind time,” said Williams.

“We were looking at how communication styles have changed and we realised that generational distinctions provided an opportunity to communicate with real relevance and attentiveness.”

Both titles will publish multi-platform, but Williams believes the biggest engagement will be found in the print audience.

Wild will seek to inspire millennials to make decisions for a better life, inspired by creator Kate Duncan who left the city to build a creative future producing Wild from her Byron Bay home.

Being has been created by Ally McManus and will seek to help its centennial readers ‘just be’.

“When we talk to these mostly digitally-native generations, it is clear they value calm, creative, thoughtful stories from sources that are credible and relatable,” said Williams.

“Their visual sensibilities are also extremely sophisticated. So while digital communications are very much a part of the picture, the print format gives us the calm, slow, reading experience that we want, with a visual packaging that is quite playful and retro-cool.”

Wellbeing, Wild and Being are published by the Universal WellBeing Group at Universal Media Co, which has 53 magazine brands. The company owns the Australian Publishing Company and Universal Online Media.

On 19 September, Mumbrella’s Publish conference will tackle the big issues facing publishers of all sizes. There will be sessions on content marketing, selling print to advertisers, the art of attracting and engaging loyal readers, e-commerce and nailing your pricing strategy. You can purchase tickets here


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