Dare, the bi-monthly magazine aimed at Australia’s over 50s, has launched with a 100-page magazine mailed to more than 150,000 Australian Seniors customers.
The magazine is a partnership between Medium Rare and Australian Seniors and will be edited by former managing editor of The Australian Women’s Weekly Michelle Endacott.
Dare aims to help the over 50s will focus on helping people 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, said the publication.
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, said 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,” said Grobler.
“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 said.
Joining Endacott, Ivan Chow will be art director, Ingrid Laurence is chief sub-editor and Ellouise Bailey is content coordinator. Endacott was previously the editor of The Farmer until the account moved to Intermedia.
Medium Rare Content Agency was appointed in December 2019 by Australian Seniors to publish the title. The content agency will provide editorial and media sales services across Dare magazine, website and social media accounts.
Endacott said the magazine will cover important issues for Australian Seniors.
“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,” Endacott said.
“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.”
Starting from April 30, Australian Seniors and Medium Rare will also make subscriptions available to those currently not customers of Australian Seniors. Alternatively, copies can be purchased for RRP $9.95 at Australian Seniors retailers, once they reopen.
“By enabling subscriptions to Australians who are not current customers, we are progressing the magazine towards being self-funded,” said Grobler.
“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 said.