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Media Kit2020

magazine

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They grew up during a time of massive social change, redefining society and culture by challenging the status quo.

They lived their lives with passion and purpose.

They strived to push further, create better, and go beyond the ordinary.

This generation redefined youth; now they’re reinventing retirement.

The trailblazing generation.The over-50s are Australia’s true trailblazers.

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Make up 30% of the fulltime workforce, 1 in 3 are professionals/managers and more than half are the country’s managing directors and chairs of organisations.

Account for 37% of the Big Spenders on discretionary items such as travel and leisure.

Have an average in savings and investments of $363,830 and have significantly more wealth than the average Australian ($221,060 in savings and investments).

7 in 10 are homeowners.

Currently, marketing efforts target millennials and consumers in their 30s and 40s, with little or no regard for the highly influential 50+ market.

The 50+ audience is particularly valuable to marketers. It is socio-economically advantaged with significant wealth and purchasing power.

Australians 50+:

Now you can put your brand in front of this high-spending and affluent audience.

Statistics throughout are from Roy Morgan December 2019 research unless otherwise marked.

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The audience.

*Global Centre for Modern Ageing

More purchasing powerOn average, 65+ Australians have the means to spend significantly more than other age brackets, particularly younger generations. Spending remains stable throughout retirement – almost 60% of people spend about the same throughout their retirement.

Maintaining their interestsLike all other generations, they are after cars, clothes and home renovations; have an interest in travelling, eating out and going to movies. They also are concerned about health and fitness.

A growing demographic7.9 million Australians are aged 50 or above – almost a third of the population… of whom nearly 4.3 million are aged 50- 64 and over 3.6 million are aged 65 and above.

A state of mind80% feel younger than their age, with over half feeling at least 10 years younger than they are… However, 46% feel less valued by society than they did when they were younger.

By 2050, 25% of Australians will be

aged 65+*

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Research has revealed that 78%* of those aged 50+ feel under-represented or misrepresented by advertising.

Additionally, 93%* think advertisers need to start asking what over-50s want, rather than assuming, and 92%* want advertisers to acknowledge their spending power.

Marketers have been noted as treating people over 50 as either ‘incompetent or incontinent’, grey haired or almost dead.

*Gransnet and Mumsnet

An unprecedented opportunity.

This demographic was the first mass consumer generation, and they’re showing no signs of slowing down.

To date, there hasn’t been a title that captures the energy, optimism, sophistication and ability this generation still has to offer… until now…

6.2 million people aged 50+ have read

a magazine in the past month.

13% more likely than the average

Australian to do so.

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A highly-targeted general interest publication that reaches an actively engaged and high-value audience of Australian seniors.

DARE will influence all demographics in this sector by speaking to them in their own language, with content driven by an understanding of their needs. They are big spenders, decision-makers and passionate about living their best life.

Introducing

It’s time for a new approach when speaking to the 50+ market.

DARE to think differentlyDARE to push boundaries

DARE to exploreDARE to inspire

DARE to be you

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DARE magazineMedium Rare Content Agency and Greenstone Financial Services announce the launch of a new publication targeting the over-50s market.

Delivered to the 150,000+ policyholders of Greenstone’s Australian Seniors brand, this new magazine will provide advertisers with a guaranteed reach and minimal wastage.

“At Australian Seniors, we’re committed to helping Australians over 50 stay in control of the things that matter. This magazine will bring alive the real issues, challenges and successes faced by our customers in their everyday lives, providing a forum to tell their stories, share their concerns and impart their wisdom. Medium Rare has an outstanding reputation in content creation and media sales and we are delighted to partner with them to create real value for our customers.”Simon HovellChief Marketing Officer

“I’m looking forward to delivering a magazine to a demographic that continues to grow; a group of trailblazers who remain adventurous, confident and positive. This generation is working longer, has more purchasing power and retains progressive attitudes that are not age-dependent. We are using some of the nation’s best writers, delivering stories that are adventurous, lively and modern, but closely focused on our readers’ interests and needs.”Michelle EndacottEditor-in-Chief

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DiscoverProviding a world of inspiration on the latest tech, life hacks, and good news stories.

Connect It’s a core psychological need essential to feeling satisfied in your life, and our audience has the time to build and enjoy these connections.

Explore Feeding curiosity and the desire to venture out for new experiences to broaden the mind and nourish the soul.

The contentDARE will feature exclusive content that is specifically structured with audience insights and market trends in mind. Editorial sections are:

Indulge All the good things in life. For many Australians, getting older is a period of great joy and freedom. Time to enjoy!

Move Keeping active and staying alert is the best insurance policy for enjoying retirement.

Think Bringing insight to topical issues and sharing opinions makes the world feel both larger and more knowable.

Plan Clever financial decisions are important. We provide expert advice and commonsense tips.

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Discover Discover keeps you in the know with the latest news and trends, with facts and insights on wide-ranging topics. Content will include:

How does it work?Life hacksPractical travellerFictional therapyReader polls

80% of people 50+ like to know

what is going on in the world

these days.

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ConnectConnect covers all the messy, wonderful, confronting topics of being alive with a lens on 50+ experiences. Not afraid of tackling taboo topics, these stories are a sophisticated mix of celebration and positive truth. Topics will include:

FamilyLoveSexCommunityRelationshipsVolunteeringPets

People 50+ are 13% more likely than the average Australian to have used pet care services in the last month.

87% of Australians aged 50+ agree that meals are an important way to connect with family.

Almost 1 in 2 people aged 50+ own a dog or cat.

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ExploreExplore aims to deliver the ideas, dreams and experiences that readers are keen to explore – from travel and hobbies to learning new skills and career opportunities. Always with practical advice at its core. Each issue will include:

TravelHobbiesEducationCareerTechnology

The 50-60s audience are the heaviest

international air travellers of all ages.

30% of total travel expenditure comes

from people aged 55 to 69.

48% of people aged 50+ have already

retired. A further 5% are planning to

retire in the next 12 months.

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IndulgeIndulge is all about taking the time to enjoy the good things in life; to seek beauty; to feel good about your home; to enjoy entertaining and cooking with the seasons; to spend time in nature and to know which technologies can improve your quality of life. Each issue will explore:

Food & drinkStyle (Fashion & Beauty)HomeGardenEntertainment

30% of 50+ Australians enjoy drinking wine with a meal.

60% of Australians aged 50+ own their own home, 77% of 65+ own their own home.

39% of the 50+ audience are more likely to be house proud.

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MoveMove explores the latest thinking and research into health, nutrition and fitness for the 50+ for mind, body and soul. Each issue will include:

HealthFitnessSoul

More than 1 in 2 people 50+ agree that magazines are a great way to rewind & relax.

They are more likely to have had a massage/acupuncture or natural therapy

in the last 3 months.

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ThinkThink is designed to stimulate conversations with well-researched deep reads and opinion pieces by leading writers and thinkers. Puzzles and quizzes will also be included. Each issue will include:

Topical / newsworthy issuesResearch / reportsBrainteasers

People 50+ are heavy consumers of news

content.

They are 51% more likely to watch the news on TV than the average

Australian.

46% more likely to read the business section of

the newspaper.

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PlanPlan delivers practical, expert advice across a range of financial categories, specifically catering to the life-stages of our readers. When finances are in order, it’s easier to enjoy life. Each issue will include:

Wealth creationCost managementInsuranceEstate planning Retirement

People 50+ have an average of $363,070 in savings and investments compared

to the population average of $221,710.

68% of people 50+ have some form of wealth management.

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The audience + distribution / Key info*

The magazine is delivered to the home addresses of

1 5 0 , 0 0 0Australian Seniors customers

52% 48%

F E M A L E M A L E

0

5

10

15

20

25

30

35

40

<50 50-59 60-69 70-79 80+

A G E R A N G E

PE

RC

EN

TA

GE

%

3%

24%

40%

28%

5%

Age of customers Location of customers

Distribution Gender breakdown Readership

9%Western Australia 7%

South Australia

1%NorthernTerritory 19%

Queensland

32%New South

Wales

27%Victoria

3%Tasmania

2%Australian Capital

Territory

Bi-monthly publication (6 per year)

–A no-wastage,

highly engaged audience with every issue

*Greenstone Financial Services internal data 2020

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Rate Card

Advertising rates

Premium position

Directory rates

Loose inserts

INSIDE FRONT COVER SPREAD

20,520 19,288 18,131

OUTSIDE BACK COVER 12,350 11,609 10,912

INSIDE BACK COVER 10,450 9,823 9,233

HALF PAGE 3,250 3,055 2,871

QUARTER PAGE 1,830 1,720 1,616

EIGHTH PAGE 980 921 865

0-5g 95

6-10g 105

11-15g 115

DOUBLE PAGE SPREAD

17,100 16,074 15,109

FULL PAGE 9,500 8,930 8,394

HALF PAGE 5,130 4,822 4,532

THIRD PAGE 3,800 3,572 3,357

S I Z E

P O S I T I O N

P O S I T I O N

W E I G H T

1 x

1 x

1 x

C O S T P E R ’ 0 0 0

3 x

3 x

3 x 6 x6 x

6 x

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Deadlines 2020-2021

Booking deadline: September 25, 2020

Material deadline: September 28, 2020

Delivered: November 1, 2020

Booking deadline: May 22, 2020

Material deadline: May 25, 2020

Delivered: July 1, 2020

Booking deadline: November 24, 2020

Material deadline: November 27, 2020

Delivered: January 1, 2021

Booking deadline: July 24, 2020

Material deadline: July 27, 2020

Delivered: September 1, 2020

Booking deadline: January 25, 2021

Material deadline: January 28, 2021

Delivered: March 1, 2021

Booking deadline: March 24, 2020

Material deadline: March 26, 2020

Delivered: May 1, 2020

May / June 2020 July / Aug 2020 Sept / Oct 2020

Nov / Dec 2020 Jan / Feb 2021 Mar / Apr 2021

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DOUBLE PAGE SPREADto be supplied as two

full pages

FULL PAGE 210mm x 275mm 182mm x 250mm 220mm x 285mm

HALF PAGE VERTICAL 100mm x 275mm 80mm x 255mm 110mm x 285mm

HALF PAGE HORIZONTAL 210mm x 138mm 185mm x 118mm 220mm x 148mm

THIRD PAGE VERTICAL 70mm x 275mm 50mm x 255mm 80mm x 285mm

Ad Sizing

A D S I Z E T R I M T Y P E B L E E D

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THIRD PAGE VERTICALTrim – 275mm x 70mm wide Type/design – 259mm x 54mm wide Bleed – 285mm x 80mm wide

HALF PAGE HORIZONTALTrim – 135mm x 210mm wide Type/design – 119mm x 194mm wide Bleed – 145mm x 220mm wide

HALF PAGE VERTICALTrim – 275mm x 100mm wide Type/design – 259mm x 84mm wide Bleed – 285mm x 110mm wide

FULL PAGETrim – 275mm x 210mm wide Type/design – 259mm x 194mm wide Bleed – 285mm x 220mm wide

DOUBLE PAGE SPREADTo be supplied as two single full pages

Material submissionMedium Rare Content only accepts advertising material via Quickcut/Adsend or SENDlite. For more information regarding these providers please contact:

Quickcut/Adsend (Adstream):Web: adsend.com.auTel: 1300 768 988 (Australia only tech support)Email print@adstream.com.auNOTE: When uploading advertising material via Quickcut do not include crop marks on the PDF file, as these will be automatically generated.

SENDlite:Web: mediumrare.sendlite.net Tel: +61 2 9818 1965

When supplying advertising material it is essential that you supply your complete booking number (including the 2 letters at the end) e.g. 12345678AB, also please ensure that the on sale date and magazine name are entered.

Left/right hand pages on double page spreads are to be noted at the end of the booking number, e.g. 12345678ABL / 12345678ABR.

The order of consecutive advertisements is to be noted in the material instructions.

Please contact production (adproduction@news.com.au) prior to sending revised files to ensure that the correct material appears.

DISCLAIMER While Medium Rare Content is committed to producing magazines of the highest calibre and will ensure advertising material is reproduced as intended, the responsibility is firmly with the client/agency to supply advertising material according to our specifications. No responsibility will be taken if advertising material is not supplied according to Medium Rare Content specifications. Medium Rare Content cannot accept requests to modify supplied advertising material. Advertising material must be delivered on time so that quality checking procedures can take place. Advertising material will be archived for three issues and advertising related correspondence i.e. – MI’s, emails confirming repeats etc. will be archived for six months. Medium Rare Content reserves the right to refuse any advertising material. NB: DARE magazine is a perfect bound publication.

Material specification Ad sizingProofsFor accurate colour reproduction, all advertising material must be accompanied by a 3DAPv3 colour proof created from the supplied file at 100%. Medium Rare Content uses guidelines for ISO 12647-2 (3DAPv3), a standard for proofing and printing.

In order to verify that a proof is in compliance with the 3DAPv3 proofing requirements, each proof must be supplied with a 3DAPv3 endorsed control strip printed next to the advertisement.

No responsibility will be taken for print colour reproduction when a 3DAPv3 colour proof is not supplied.

For more information regarding 3DAPv3 proofing guidelines, visit 3dap.com.au

File formatMedium Rare Content uses 3DAPv3 separation profiles (3DAPv3PAPERTYPE-3_280_F45.icc), a Australian standard for proofing and printing.

Files to be created in PDF version 1.3 or 1.4.

PDF files to be supplied in CMYK format with all fonts embedded into the file. RGB or spot colour files will be rejected.

PDF files need to be supplied as single page files, unless supplying gatefold PDF files.

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Images / colourImages are to be supplied in CMYK format. RGB, LAB or spot files will be rejected.

Images should be supplied at 100% scaling, 300dpi and using the correct 3DAPv3 separation profile, the 3DAPv3 profile will set the correct CMYK separation and total ink limit (see File Format). For more information regarding separation profiles, visit 3dap.com.au

No embedded ICC profiles.

The total ink limit is 280%. Registration colour in the swatches palette should never be used.

Solid black panels should be made up of rich black - 100% black and 50% cyan.

White elements/type to be set to knock-out.

Material specificationDesign / typeAll type must be a minimum of 8pt and 12pt for reversed type.

Black type smaller than 24 points to be made up of 100% black only and set to overprint.

Black type larger than 24 points should be made up of rich black - 100% black and 50% cyan.

Extremely thin and fine type, particularly type with serifs, should be avoided.

Due to the trim and binding variance, even distances from trim to borders may vary during the print run. We recommended that borders to be made up of 1 colour and be a minimum thickness of .08mm and sit no less than 10mm in from the trim.

Page layoutAll advertising material is to be supplied to the correct publication trim size and is to include 5mm bleed (where required). Crop, bleed and registration marks plus page information are to appear on advertising material, offset by a minimum of 6mm.

Ensure that all text and logos are supplied to the correct type/ design area specifications (see Ad Sizing).

No text or important page content should appear within 10mm either side of the spine on double page spreads (total 20mm) due to this space being optically lost within the spine of the magazine. Using double imaging is at the discretion of the client/agency, as it is not ideal for all pages within the magazine. If specifications are required for double imaging, contact production prior to sending advertising material.

NOTE: Double page spreads appearing on the inside front cover will be moved to allow for the spine hinge - inside front cover (left hand page) will be moved 5mm to the left and first text page (right hand page) will be moved 4mm to the right.

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HEAD OF SALES, BUSINESS & ENTERTAINMENT

Steve Koutsoukos02 8114 8938steve.koutsoukos@mediumrarecontent.com

NATIONAL ADVERTISING MANAGER

Kelly Kilic02 8114 8684 0408 696 265kelly.kilic@mediumrarecontent.com

Advertising Contacts