DC Thomson, the UK publisher with titles ranging from the Dundee Courier to the iconic Beano comic, has launched a premium monthly magazine aimed at women aged over 55 and it is confident advertisers will want to reach this demographic.

Called Platinum, the glossy magazine will cover health, style, wellbeing, homes, travel and financial advice, with technology journalist Maggie Philbin and Sun columnist Jane Moore among the regular contributors.

Coming at a time when there is so much focus on millennials and after the recent demise of several women’s print titles, such as Glamour and Marie Claire UK, the launch may appear risky, but DC Thomson stands by its research that there is a gap in the market that has existed for some time.

“The time to launch is now. [The Platinum audience] are habitual magazine readers, they still have a tactile love of print and our research shows that they are consuming magazines as a treat when they go on holiday or during ‘me time’,” said Maria Welch, head of magazines at the Scottish company.

“These women are in the prime of their lives and having the time of their lives – they are a force to be reckoned with and the glue that holds generations together,” she also told The Drum.

“They are both committed magazine readers and powerful consumers and no-one understands them better than us. A lot of consumption is by habit but, if people feel passionate about a subject, they will continue to read about it in print. The key for us is to engage and entertain and offer things not available elsewhere.”

Platinum, a new rival to Saga Magazine, is aiming for an initial circulation of 250,000 and will be priced at £4.50, although there is an introductory price of £2.

Print advertising is another important revenue stream and The Drum reported that all ad space has already sold out for the first few issues and that even DC Thomson had not expected quite so much demand.

“This audience are powerful consumers. They have disposable income and have generally spent many years looking after others and passions. Lots of advertisers realise this,” said Welch. “Health and wellbeing are pillars and there is a positive message they want to be associated with.”

Sourced from The Drum; additional content by WARC staff