Monthly to target modern over-50s in their own homes

Modern & Mature: to be delivered free to a million homes for six months

Sprightly over-50s who prefer to hit the dance floor for salsa rather than ballroom dancing are being targeted by the launch of a lifestyle magazine called Modern & Mature.

The 108-page monthly will make its debut in November with editorial content produced by the Press Association on behalf of marketing and over-50s specialist Response 2 Limited.

Edited by Emily Shelley at PA’s contract division, the first issue will feature interviews with celebrities such as actress Meryl Streep and a mix of fashion, health, finance and puzzles as well as a property section with hints on how to buy a second home abroad.

TV presenter Esther Rantzen is among the contributors.

Modern & Mature will be delivered free to one million homes throughout England for the first six months, after which readers will be encouraged to subscribe or buy the title at a cover charge of £1.50.

Publisher Julie Salter said: “They may be mature, but they are modern.

These people are young and sprightly – they want to be doing salsa dancing rather than ballroom dancing.”

Salter declined to comment on the impact on Yours, Emap’s magazine for the over-50s. Yours has shown impressive growth in the last ABCs, up another 6 per cent in the last set of figures to 403,696.

“Everybody talks about Yours, but we are printing one million copies and actually distributing it direct to readers – they won’t even have to leave their own homes,” Salter said.

She added that the company would like to extend distribution to the news-stands in the future.

By Ruth Addicott

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