Medium Rare to launch new over 50s magazine

Medium Rare Content Agency has been appointed by Greenstone to publish a magazine for the over 50s market, due for launch in May 2020.

The bi-monthly publication will be mailed directly to 150,000 customers of Greenstone’s Australian Seniors brand. Greenstone provides direct insurance products for customers in Australia and New Zealand. 

Medium Rare will provide content and media sales services across the Australian Seniors’ magazine, website and social media accounts.

Content will be headed up by Michelle Endacott who, as Editor of The Farmer, received the Editor of the Year (Business) Award at the 2019 Mumbrella Publish Awards. Endacot is also a former Managing Editor of The Australian Women’s Weekly magazine. 

Sales will be led by Kelly Kilic who has extensive media sales experience, having worked at Fairfax, News Corp, Bauer Media and Maurice Media.

Medium Rare Managing Director Gerry Reynolds said “We’re delighted to partner with Greenstone to create a new publication dedicated to an audience that is often overlooked, misunderstood and misrepresented by mainstream media.

“Research shows that older consumers crave sophisticated content that is less about age and more about celebrating the best of their life stages.

“This magazine has the potential to be a real game-changer – and its guaranteed circulation will make it an attractive proposition to advertisers wishing the engage with a high-spending readership.”

Endacott said “I’m looking forward to delivering a magazine to a demographic that continues to grow; a group of trailblazers who remain adventurous, confident and positive, while often having to deal with some harsh life experiences.

“This generation is working longer, has more purchasing power and retains progressive attitudes that are not age-dependent.

Michelle Endacot

“I feel privileged to have the opportunity to create what I believe will be a ground-breaking publication.”

Simon Hovell, Chief Marketing Officer at Greenstone, said “At Australian Seniors, we’re committed to helping Australians over 50 stay in control of the things that matter.

“This magazine will bring alive the real issues, challenges and successes faced by our customers in their everyday lives, providing a forum to tell their stories, share their concerns and impart their wisdom.

“Medium Rare has an outstanding reputation in content creation and media sales and we are delighted to partner with them to create real value for our customers.”


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