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New Signature Magazine targets the time-rich 50+ consumer in the travel and lifestyle market

08 Oct 2009

Signature Magazine, a stunning new title aimed at the 50+ market, will launch across Australia and New Zealand this summer. Produced for the baby boomer who has both the time and finances to indulge their passions, the quarterly publication will be brimming with real- life ideas and experiences for the affluent traveller.


The magazine, created by the publishers of Holidays with Kids, Signature Media Pty Ltd, will leverage off their already well established distribution strategy and will be made available nationally in newsagents, as well as have a targeted distribution to travel agents, three leading airlines, up- market resorts and cruise lines and via a leading financial institution.


The number of Australians over 50 will outstrip those under 50 this year, making this demographic the most powerful media consumers. Baby boomers have a staggering $218 billion burning a hole in their pockets making them by far Australia's wealthiest. This year Boomers will spend more than $34 billion on travel and they will be looking to us for where to go.


The magazine will have a ready- made audience created by leveraging off of the 48,500 online members that Holidays with kids has. All of these members (aged 25-45) will have parents or grandparents that fall into this demographic. They will be enticed by a complimentary Christmas gift of the new magazine to have their parents register on the signature magazine website.


With a mix of superlative Australian and international travel and lifestyle content that will have instant appeal to this adventurous market, the editorial mix will cover topics such as travel inspirations from Africa, South America, Ireland and Japan, as well as features on volunteer travel, and top rail trips around the globe. Wine trails and gourmet inspiration, well being ideas, and finance issues and product choices will all be covered extensively.


Original articles will be sourced from industry experts, some of the best- known names in the industry, and will seamlessly mix with ‘real-life' and Q & A articles from readers and travellers themselves, to provide a broad insight into a range of genuine travel and lifestyle options.


Editor Cathy Wagstaff says, "The time is ripe for this publication that meets the needs of this growing, active demographic which, according to Tourism Australia, are the highest consumers of adventure travel". This market is highly curious of seeing the world around them and won't procrastinate.


The Signature Magazine website will be a one-stop, interactive site that will offer readers and members a range of targeted information, forums to share travel experiences, plus a chance to link up with other travellers with the same destination or event interests.


For a free copy of the first edition, log onto:

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