Pacific Magazines launched Australia's latest health and lifestyle brand , Prevention, on Monday aimed at the mature women's market.
The October launch edition is 180 pages and focuses on health, fitness, food and beauty.
Kara Geyer, group sales manager of Pacific Magazine stated the company was "aiming for an initial circulation of 70,000 copies per month." With a cover price of $5.95.
Geyer believes the publication fills a gap in the market; "This is the most calculated risk we could possibly take. Everyone's going younger but we're going for the 40+ market."
The $2 million multi platform launch campaign included the distribution of 500,000 copies of a 16 page printed sampler and online Prevention sampler magazines.
Further to the launch of the print publication, last Friday Prevention officially launched a dedicated website. Updated daily the site includes the opportunity to interact with Prevention's panel of experts, a regular newsletter and the option to participate in online polls, join blogs and link to Prevention's Twitter and Facebook pages.
Hosted by Yahoo7!, Prevention's website intends to explore the same healthy lifestyle pillars as the print brand.
Sue Wheeler, editor-in-chief, Prevention, stated "Prevention's website offers high levels of interactivity and brand engagement with news, tools and information tailored to Australian women aged 40+. The site will be Australia's number one source of healthy lifestyle information, with a community focus and content that's current, uplifting and science-led."
Preventions TVC's have also aired for the first time nationally this week followed by a significant primetime investment on Seven and across the Lifestyle Channel. There is also an associated print campaign. Click to view TVC.
Prevention is the largest healthy lifestyle brand in the world and the eleventh biggest consumer magazine in the US. The title extends the publishing partnership between Pacific Magazines and Roedale, with the US publisher licensing Prevention to the Australian publishers alongside already existing titles Women's Health and Men's Health.
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