New Ways to Talk to the Wealthy Older Market
9 May 2006
For immediate release
Looking for New Ways to Talk to the Wealthy Older Market? Now Jones Has Plenty.
Jones Publishing is proud to announce a new addition to its stable of premium customer magazines. From the fourth issue, due out in October, Jones will be taking over the publishing of Plenty magazine for Hanover Group.
Plenty is distributed quarterly to the Hanover Group’s database of 40,000 wealthy investors. Put simply, this database makes Plenty the highest-circulating local magazine specifically targeting people aged 50-plus in the socio 1-3 group.
The editor of Plenty is Lindsey Dawson, a well-known magazine and media personality who has created several other high-quality publications, including the ever-popular Next Magazine. Her involvement ensures that each issue is packed with lifestyle content that is relevant and appealing to the Hanover customers, as well as containing insightful financial information.
Dawson says Plenty fills a big gap in the market.
“Throughout my career I’ve often heard older readers say ‘Where is the magazine for me?’ There is a perception out there that all media are overly youth-focused. Older people who are active, well-travelled, sophisticated and with plenty of disposable income are a really powerful group who feel largely ignored. This is fertile ground for both editorial and advertising.”
Jones was named top magazine publisher in the latest Search for Exciting Companies in the National Business Review. The Jones title Dish was Supreme Winner – Magazine of the Year at the 2006 MPA Awards. Jones also publishes Top Gear NZ, as well as customer magazines for Freedom Air, Resene Paints, Rodney Wayne and the New Zealand Retailers Association.