Medium Rare launches new magazine

By Mariam Cheik-Hussein | 16 December 2019
Michelle Endacott

Medium Rare Content Agency is launching a new magazine targeting over 50s for insurance provider Greenstone.

The title, to launch by May 2020, will run bi-monthly and will be mailed directly to 150,000 Greenstone customers.

Michelle Endacott, editor of The Farmer, will head up the title, with sales to be led by Kelly Kilic.

“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,” says Medium Rare CEO Gerry Reynolds.

“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 to engage with a high-spending readership.”

Endacott says over 50s are working longer, have more purchasing power and retain progressive attitudes that are not age-dependent.

“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,” she says.

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

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