Mirror Pilots New Magazine For The Over 50s
Mirror Group Newspapers is launching a pilot issue of a combined magazine and catalogue for the over 50s, entitled Time To.
The debut issue will be mailed out to over 100,000 specially targeted readers from the company’s opt-in database. The magazine’s 24 pages will contain a combination of special offers, such as travel promotions and features on health, beauty and hobbies.
The magazine will contain a small amount of advertising and is expecting to create additional revenue opportunities through data sales and sponsorship opportunities. If the pilot is successful the magazine will become a monthly fixture and will be distributed free.
A spokesperson for the Mirror commented: “The title aims at the 50 plus market. Many advertisers are interested in reaching this lucrative sector, but don’t know how to. This magazine will provide a vehicle to reach this often neglected audience.”
Research from Help The Aged suggests that over-50s in the UK spend £240 billion a year and account for 40% of total consumer expenditure. However, it claims that they are poorly served by advertisers, who dedicate 95% of their spend to targeting under-35s (see Advertisers Fail Older People).
Trinity Mirror: 020 7293 3000 www.trinitymirrorplc.uk
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