Condé Nast Unveils New Launch For Over Fifties
Condé Nast has revealed plans to begin targeting the older generation with the launch of a new consumer magazine and internet radio station aimed at the burgeoning over fifties market.
A new print publication called 2 Magazine will launch later this year with a focus on issue affecting older consumers such as health, lifestyle, travel, style and property. The magazine will be coverpriced at £3.95 and will have an initial print run of around 100,000.
The title is a joint venture between Condé Nast’s contract publishing division and SecondLifestyle, an independent business owned by entrepreneur Ken Burgess, who has raised more than £3 million for products targeting the over fifties.
The internet radio station will launch late next year and will attempt to capitalise on the increasing number of silver surfers accessing content online. The latest figures from Nielsen//NetRatings reveal that there are currently 11.5 million people aged 55 and over using the internet in Europe (see Marketers Fail To Target Surge Of Silver Surfers).
Commenting on the initiative, Burgess said: “In the world of strategic monolithic branding there is a huge opportunity for a lifestyle magazine to dominate the 50 plus market. Until now it has been an awkward sector to brand, but the significance and recognition that 50 is the new 21 is really taking hold.
It is estimated that around 80% of all UK private wealth is in the hands of the 50 plus market, which has a collective disposable income of more than £240 billion. However, research from Datamonitor shows that advertisers often overlook older consumers (see Marketers Are Missing Out On The Grey Pound).
Last month OMD UK claimed that advertisers need to change they way they target older consumers after publishing the finding of a study, which showed that people aged over fifty have as disparate and unpredictable lifestyles as younger generations (see Research Claims Over Fifties Are Young At Heart).
Condé Nast: 0207 499 9080 www.condenast.co.uk
Recent Magazine Stories from NewsLine Emap Secures Yates For Sexy Zoo Weekly Campaign Dennis Out Of Shape As Women’s Title Is Dropped Emap Closes Face After Failing To Find Buyer
Subscribers can access ten years of media news and analysis in the Archive