Australia get its first lifestyle magazine for Women Over 50

Bauer Media today announced the launch of YOURS – a new print magazine for Australian women over 50. The fortnightly title, which hits newsstands on Thursday February 6 2014, promises to address the needs of the “forgotten generation” of Australian women who at 50+ are living life to the full…and spending money.

They came of age reading women’s magazines such as Cleo, Cosmopolitan and The Australian Women’s Weekly, only to be forgotten once they had ‘aged-out’ of the target audience. But with today’s announcement, it looks like the generation of women ‘print media forgot’, is finally being welcomed back into the fold with a new magazine title.

The launch of YOURS comes after a year of extensive research and an overwhelmingly positive response from test audiences in Australia.

Fiona Connolly, Editor-in-chief of YOURS, says this type of magazine has been a long time coming for this generation of Australian women.

“These are women with a wealth of experience. They know what they want and they’re fascinated by everything life has to offer,” said Ms Connolly. “YOURS is celebratory, honest and friendly – everything that embodies this time in our readers’ exhilarating lives.”

YOURS promises to be packed with insightful and personal interviews with celebrities and influential women, inspiring real-life reads and great advice from a broad panel of experts. The magazine’s centrepiece will be trusted health and wellbeing advice and the latest fashion and beauty trends relevant to the target audience. YOURS will also cover food, finance, travel, home and gardening.

With 40% of the Australian female population aged 50 years or more, and 82% of this audience having read a magazine in the past 12 months, publisher Sebastian Kadas is confident YOURS will quickly find its feet in the Australian market.

The format has proven to be very successful overseas and YOURS provides the perfect platform for advertisers to speak to the baby boomer demographic, estimated to be worth $100 billion in annual spending power.*

YOURS will be competitively priced at $3.95 per issue. Published fortnightly, it will be on newsstands every second Thursday from 6th February 2014.

The launch of YOURS will be heavily supported by Bauer Media with a significant marketing investment spanning print, TV, radio, digital and social media.

*Source: EMMA (Enhanced Media Metrics Australia); Dec 12-Nov 13. Spend estimate based on categories covered in survey