Tuesday, 19. June 2012
Bauer Media Group to launch MYWAY for "forever forties"
Magazine for active women blazing new trails, and not only by combining real and perceived value
There are women who have seen something of life – and who have no intention of stopping there. This is the target group of the Bauer Media Group's new monthly magazine. MYWAY is here to accompany women aged 40 and over through their lives, day by day. The sneak preview of this high-quality service-oriented magazine will be on Wednesday, 20 June. MYWAY hits newsstands with an initial circulation of 200,000 copies. After the market launch this summer, the magazine will appear monthly from September onward.
A GPS for our lives – with style, heart and mind
The creators of this 164-page magazine have women aged 40 and over in mind who feel younger, but who don't feel the need to be younger at any price. This generation of women has changed over the last several years. The women feel younger than their age, they know what they're capable of and they know what kind of power they have. They value what they've achieved and are still curious and courageous enough to try new things. They're more laid back than ever and they've learned how to find the balance between what they need and the demands of family and career. MYWAY readers pave their own paths, as the name of the magazine indicates. And they live entirely in the here and now.
The highly committed team at the publishing house has been developing the magazine since March 2011 and has made it ready for its upcoming debut. High-quality journalism and personal interests come together in a creative fusion of real and perceived value. The sections and topics covered in MYWAY are full of exciting new entertainment with a gripping positive attitude. "We trust our readers to accomplish a lot", Editor-in-Chief Angela Oelckers offers as explanation of the magazine's "Yes, I can do it" approach. "Our readers see the opportunities in their new phase of life – MYWAY supports them in maintaining this positive feeling of self-confidence." After all, MYWAY shows its broadminded readers how to get through their highs and lows – with style, heart and mind.
The editors – every one of them women aged 40 and over – see eye-to-eye with the readers, never pedantic and always with a large portion of empathy. Reports about and interviews with celebrities are not there for their own end: readers are meant to see themselves in the celebs and gain new ideas for shaping their own lives. The cover of Issue 0 shows the actress Susan Sarandon – looking both smart and sultry – who is known for always blazing her own, successful trail.
Market is ripe for the "forever forties"
MYWAY adds a monthly magazine with depth and aspiration to the portfolio of the Bauer Media Group. Jörg Hausen, Managing Director of Bauer Women GmbH emphasises, "By introducing MYWAY and taking over the premium periodicals COSMOPOLITAN, SHAPE and JOY, we are further expanding our market leadership among the female target group", in particular the importance of print magazines to the media group. There is a place here for especially well made innovations. Work is currently being done at the publishing house on other magazine concepts.
In the market for high-quality monthly women's periodicals, MYWAY appeals to a target group that is being far better addressed in the English-speaking regions: the "forever forties". "This is a target group of ready consumers who react quickly to appropriate trends and who set themselves and their lifestyles at the centre of their actions. The mix of topics in MYWAY reflects this on equal terms. This is what makes the magazine extremely attractive for our advertising partners", says Norbert Wysokowski, Chief Advertising Manager, Women Lifestyle, with a smile.
Bauer Media Group
Phone: +49 (0) 40/3019-1016