Wednesday, 8. August 2012
Bauer Media Group launches “Meins” magazine for women 50 and older
Upbeat and personal: new “monthly weekly” heralds new segment in women's maga-zines – the magazine for the 50+ generation.
It’s never been so much fun to be part of the 50+ generation. The target group of women over 50 is reinventing the way we grow older. “Meins” is the medium of this new generation; “Meins” is the magazine for a whole new lifestyle. Editor-in-chief Claudia Hagge (54): “The way women over 50 are perceived in wider society is no longer in sync with the way these women feel about their lives. ‘Meins’ embodies this feeling, and gives it a face every month. ‘Meins’ communicates a very clear message: there are no ‘older women’. There are women. And we remain women until the end.”
In conjunction with K&A Brand Research, Meins” conducted a survey of the new genera-tion of 50+ women. The results: no previous generation has undergone such a radical transformation. Never before has a generation defied the prejudices of the past so un-compromisingly. 90% of respondents say they do not want to grow old like society seems to expect of them, while 91% would agree that they speak their mind much more often and approach their lives with unprecedented self-confidence.
In other European countries, magazine concepts for the generation of women over 50 have already been launched successfully. In the UK, the Bauer Media Group is the mar-ket leader in this new segment with “Yours” magazine. The “Meins” brand represents the German version of that top-selling title.
Unlike in the past, today there are no limits to what women over 50 can do. “The readers of ‘Meins’ are women who never stop improving themselves and who like to try new things. They are women with active lifestyles who like to shop and who know how to en-joy themselves. ‘Meins’ is the magazine for powerful women who perform every day, who value being active without panicking about growing older”, is how Advertising Sales Manager Michael Linke characterises the target group. “With its wide range of topics and special approach to them, ‘Meins’ is designed precisely for this attractive and growing female audience.”
The joint study by K&A Brand Research and “Meins” also uncovered significant changes in the consumer behaviour and brand usage among women over 50. Here too, some common prejudices against this target group must be discarded. For example, 74% of the women surveyed said they were curious about new skin care products. About half of all respondents bought a brand in the last 30 days that they previously had never heard of.
“Women Like Us”: impactful testimonials – Michaela May
The launch of the magazine is backed by a print campaign in Bauer Media women’s magazines, as well as an online campaign and POS displays in stores. Actress Michaela May provides a testimonial for the launch campaign: popular among the target group, her life and career embody the positive attitude of the 50+ generation.
The magazine’s uniqueness is underscored not least with a Facebook extension of the “Café Meins” reader community: editors of the magazine invite readers to drop in on the social-web version of “Café Meins” (www.faceboook.de/cafemeins). The Facebook site reinforces readers’ connection to the magazine while letting them contribute to it at the same time with lively discussion.
Following the premiere in June of the monthly magazine MYWAY for the sophisticated “forever forties” segment, “Meins” represents another exciting new product from Bauer Media Group, this time for women 50 and over who live life with spirit every day. The magazine hit newsstands on 8 August with a print run of 300,000 copies and a price of €2.50.
The cover of “Meins,” as well as other image materials related to the magazine, can be requested from anja.hermann(at)bauermedia.com. A digital sample can be viewed online at www.bauermedia.com/meins.