New quarterly magazine targets affluent over-50s men

Publisher Hurst Media has announced the launch of a lifestyle magazine aimed at "affluent, intelligent men over 50" who would be "embarrassed" to be seen reading other men's titles.
 
Calibre claims to be the first magazine in the UK aimed exclusively at mature men. It will be published quarterly, priced £4.95, and is edited by former FT and IPC Media journalist Barnaby Dracup, with ten journalists said to be working on the launch issue which comes out on 1 May.
 
Dracup said: "Unlike other men’s lifestyle magazines our readers won’t be embarrassed to be seen reading CALIBRE Quarterly on the train.
 
"The magazine fills the gap in the market for high-end, in-depth quality lifestyle editorial aimed at affluent, active men over fifty, who don’t want to be patronised by the publications they read.
 
"It’s a consumer group with a well-developed sense of humour, adventure and intellectual curiosity, wanting to be kept up to date with relevant tech trends, exciting investment opportunities – as well as the best new vehicles, places to eat, and travel options."
 
Topics covered will include food and drink, money, technology, lifestyle, culture and travel. The first issue features an interview with Top Gear's James May, in which he discusses the changing role of men in society.
 
The magazine will have an initial circulation of 60,000 print copies, distributed through newsagents as well as luxury hotels, golf clubs and private clubs.
 
Hurst Media Company said a donation would be made to the Prostate Cancer Research Centre for each copy sold.
 
Publisher James Hurst said: "We spent the last year researching what men over fifty want from a magazine and we’ve then actually gone and created it for them.
 
"For brands and advertisers, this is the first opportunity they’ve had to exclusively target affluent, intelligent men over fifty, in a UK print magazine."
 
He added: "Our research shows that 50-plus men demonstrate as much interest in new brands as 30-plus men, but have far greater resources in terms of time and money to initiate relationships with these brands.
 
"This age group have a collective spending power of £175 billion in disposable income, owning 80 per cent of all private wealth.
 
"They are more likely to take three or more holidays per year, to buy private healthcare, and to invest in stocks and shares than other demographics."
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