People’s Friend publisher DC Thomson have launched a new magazine to target 55 plus women. Platinum’s first issue hit news stands on 25th September 2019. The new glossy will be published monthly. It aims at women over 55 who “believe in making the most of every day”.
The launch of Platinum is the biggest women’s magazine launch in over a decade. DC Thomson has fine credentials in the sector with People’s Friend, My Weekly and Weekly News. Platinum will be competing against titles like Good Housekeeping, Woman and Home and Saga. Research shows that ABC1 women 55+ buy on average 3 magazines a month and are hungry for more.
The Editor of Platinum is Ali Kirker. She feels that it is the right time to launch and research has shown there is a gap in the changing mature market. She commented: “Women over 50 feel younger than ever today, but they also feel misrepresented by media. They want to see things that inform and reflect their life. Platinum magazine is for women who are up-to-date in both style and attitude, confident, engaged and interested in exploring the world around them.”
The first 3 issues will have print runs of at least 250,000. It will be in prime till sites at M&S and Waitrose and is backed by a Marketing campaign including, outdoor, press, social and on-line.
The first issue is impressive too. It looks set to challenge other titles in the sector like Saga and Good Housekeeping. It has a good contemporary feel without alienating an older audience.
Contact us to get a copy of Platinum, see how it fits into the mature magazine sector and what rate you can expect to pay. Or click below to download the media pack.