2013 may have been the year of magazine shut-downs and movements, but it seems 2014 is starting off on a more positive note for the industry with Bauer Media Group announcing the launch of a new fortnightly magazine.
While there is no comment on the name of the magazine’s title, it is targeted towards women aged 50-65 and will be launching in the first week of February. Former Woman’s Day executive editor Lisa Sinclair has been named editor of the new title.
The magazine launch comes following research last year that found 74 per cent of women believed there was no media in the market that appealed to their age group, according to Bauer’s director of sales Tony Kendall.
There are currently 11 journalists and sales staff working on the new title, both from other Bauer publications and outside the company. The magazine will share content with its contemporaries in the UK and Europe.
Research showed there wasn’t a competitor like this. There’s definitely some parts of our own titles that may compete, and then there are titles like Open Road, Prevention and Diabetic Living, but they are very niche and probably more aimed at people 60-plus,” Kendall told Mumbrella.
This will be aimed at 50-65′s predominantly and cover celebrity, lifestyle, news, beauty, fashion, but all of that beauty and fashion will not be the Kardashians, it will be more along the lines of Goldie Hawn.”
Bauer is expected to launch another new magazine in the second half of 2014.
