New Magazine Targets Modern & Mature Readers
Advertisers targeting older consumers are set for a treat in November, as publisher Response 2 Limited launches a new title called Modern & Mature to one million British homes with a guaranteed occupancy of over 50s.
The monthly lifestyle magazine will provide an engaging array of content for older readers, supplied by The Press Association, including interviews, topic-led features and advice. Competitions, special offers and short stories and will also feature prominently as Response 2 hopes to provide advertisers with a reliable marketing channel.
The publisher claims that the fastest growing sector of the UK’s population is the over 50s, with 80% of the nation’s wealth being in their control. In addition, the over 50s are the only demographic not shrinking, with 42% of the population currently over this age.
Commenting on the new title, a spokesperson for Response 2 said: “Modern & Mature provides a uniquely targeted advertising opportunity and will be delivered directly into the homes of one million potential customers. By advertising on a monthly basis, brands will have the opportunity to promote new offers regularly, therefore keeping interest at an all time high.”
The new title presents a tempting prospect to advertisers targeting older customers which are sometimes ignored by conventional media. Research unveiled by Datamonitor earlier this year showed that many advertisers are ignoring the so called ‘grey pound’, overlooking the spending power and increasing presence in society of those aged between 50 and 64 (see Marketers Are Missing Out On The Grey Pound).
The research underlined the findings of OMD UK, which carried out research entitled Understanding Fifties and Over earlier this year. According to Jo Rigby, head of research at OMD UK, advertisers ignore older generations at their peril. She said: “Most briefs currently stop at 50, but any advertiser who doesn’t at least explore this area is playing a very dangerous game for the future” (see Research Claims Over Fifties Are Young At Heart).
More recently the over 50s were placed at the centre of a debate at the Radio Festival in Birmingham, with advertisers urged to reconsider their strategies for marketing to older listeners. Ron Coles, director of Saga Radio, detailed the spending power of the country’s burgeoning older residents, stating that Britain’s 50 to 64 year-olds have the most disposable income, purchase 35% of all travel products and shop for 45% of all new cars, yet are ignored by most radio advertisers (see Radio Festival Puts Spotlight On Advertising To Over Fifties).
Modern & Mature: 01535 291 050 www.modernandmature.co.uk
Recent Magazine Stories from NewsLine Desmond Gears Up For Launch Of New Women’s Glossy Juicy New Title To Poach Sleaze And Face Readers Dennis Closes Jack Following Disappointing Sales
Subscribers can access ten years of media news and analysis in the Archive