The launch, described by the publishers as the biggest women’s magazine launch in over a decade, aims to redefine what it means to be a magazine for women over the age of 55. With 66% of this demographic saying they feel misrepresented by media, Platinum will celebrate the busy, diverse lives of these amazing women with thought-provoking content that it as stylish as they are, says DC Thomson Media.
Every month, say the publishers, Platinum will share the health obsession of this demographic, tackle the issues they need to know with passion and authority, challenge them to be bold and adventurous and inspire them to live life on full power. Whether looking for new travel destinations, the latest style inspiration or financial advice, Platinum will fill the gap in the market to become the monthly read for women over 55 who believe in making the most of every day.
Experts and regular columnists include Dr Dawn Harper, stylist Gail Rolfe, technology journalist Maggie Philbin and columnist Jane Moore. Each issue will also feature a ‘she-ro’ celebrating inspirational women from all walks of life.
Ali Kirker, Editor of Platinum, said: “Our research has consistently shown women who are over 55, the majority of whom are entering a new life phase, feel there isn’t a magazine that informs and reflects their life. Platinum is for women who are up-to-date in both style and attitude, confident, engaged and interested in exploring the world around them.
“In the pages of Platinum women will find everything from in-depth reads to the latest from the world of wellbeing. With the confidence to tackle contemporary, challenging issues too, especially relevant to this demographic, Platinum will be both an upbeat treat and an essential every month.”
Maria Welch, Head of Magazines at DC Thomson Media, said: “DC Thomson Media has an unparalleled history in women’s magazine publishing, and we have brought all of this passion and expertise to Platinum. Women in the over 55 demographic are in the prime of their lives and having the time of their lives – a force to be reckoned with and the glue that holds generations together. They are both committed magazine readers and powerful consumers and no-one understands them better than the team at DC Thomson Media. At Platinum we’re proud to be their trusted source for content and we’re honoured to be their champions.”
Iain McKenzie, Head of Circulation at DC Thomson Media, said: “We’ve had an overwhelmingly positive response to Platinum from all magazine retail groups, with buyers welcoming this major new launch to invigorate the sector. Working with our distribution partner, Frontline, we have secured strong range listings, and developed fantastic retail marketing campaigns with all the major magazine retailers. Platinum will be stocked in over 20k outlets across the UK, including all major supermarkets, high street retailers and independent newsagents.”
Andy Williams, Chief Revenue Officer at DC Thomson Media, said: “There is a real appetite from advertisers to have a product like Platinum which allows them to reach this demographic. We've secured some great clients for the first few issues which for a new launch is hugely encouraging. Platinum fills a gap in the women’s market that has existed for some time now and advertising agencies are delighted to now have a mechanism to reach these women.”
Supporting the launch of Platinum is a marketing campaign including, outdoor, press, social and online developed by creative agency, Wire.
Lee Beattie, Managing Director at WIRE, said: “It’s been an absolute joy working on this launch with DC Thomson Media – a company that’s not only investing in print but also championing an important group of readers who are underrepresented in the category.”
Platinum is on sale Wednesday 25th September at an introductory price of £2. The regular price is £4.50.
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