NEWS, WORK
Introducing DARE: A new publication targeting the over-50s market
We are so pleased to share that DARE, a bi-monthly title aimed at Australia’s over 50s, has launched with a 100-page magazine mailed to more than 150,000 Australian Seniors customers.
This was a HUGE effort from our team, who managed to get the entire issue to press while working from home under the current COVID-19 social distancing regulations.
DARE is edited by former managing editor of The Australian Women’s Weekly, Michelle Endacott. Joining Michelle are Ivan Chow as art director, Ingrid Laurence as chief sub-editor and Ellouise Bailey as content coordinator.
DARE aims to help its over 50 readers embrace the challenges, pleasures and opportunities available to them. DARE will influence all demographics in this sector by speaking to them in their own language, with content driven by an understanding of their needs.
“Our 50-plus audience is more adventurous than ever before. In our first issue, we feature stories on internet dating scams and social media privacy, as Australian Seniors research shows the readers are very tech-savvy – 84% are adopting new technology,” says Michelle Endacott.
“The issue also explores the rising cost of keeping our pets healthy, the trend for intermittent fasting and tricky modern moral dilemmas, such as, ‘What do I do if I don’t like my child’s partner?’ We also meet the volunteers making a difference, and profile heart-warming random acts of kindness during the COVID-19 crisis.”
The magazine will also act as a platform for the Australian Seniors brand to showcase its services, range of products and research on a variety of topics, says Brenard Grobler, CEO of Greenstone Financial Services.
“Over the past six months we have been working closely with our partner Medium Rare Content Agency, to launch DARE. The magazine is just another way we will tell the incredible stories of Australia’s over 50s, who our research shows are healthier, busier and better informed than any previous generation,” he says.
“At Australian Seniors, we are committed to helping Australians over 50 stay in control of, and enjoy, the things that matter by providing products that deliver real value to our customers and their loved ones.
“This free offer will help us maintain engagement with our customers, reward their loyalty and enable awareness of our full product range. The magazine will also assist with lead generation for advertisers,” he says.
Australian Seniors and Medium Rare have also made subscriptions available to those currently not customers of Australian Seniors. Copies can be purchased for RRP $9.95 at Australian Seniors retailers, once they reopen.
“Through the launch of the magazine we will continue to strengthen our brand’s position in the market as an all-encompassing and go-to place for Aussies over 50,” he says.