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Monday 27 September 2010

Younger You Magazine - buy it this Wednesday

I am a bit obsessed with magazine launch issues. Yep, I am. I will buy any launch issue, even if I am not in the target market. I am always curious to see what the editor and the team have come up with, and then decide whether I will continue to buy it. And I often tend to keep launch issues. I still have the very first issue of Elle Australia, Mode, and NW when it was called The New Weekly. Obsessed? Just a little.

So, I am definitely going to buy the launch issue of brand spanking new magazine Younger You.

It's a new anti-ageing title and will go on sale from this Wednesday September 29, 2010, and is published by Independent Digital Media (IDM).

A whole magazine dedicated to anti-ageing, you say? Stay with me here. I think the publishers are onto a really good thing. I think they're ahead of the game and tapping into a market which hungers for premium info on looking your best, at any age. And who better than Demi Moore - the poster girl for looking youthful - to be their first cover star.

Younger You magazine is an extension of IDM’s anti-ageing website www.YoungerYou.com.au, and features 132 pages packed with the latest news, procedures, products and advice on looking and feeling more youthful.

Edited by Jenni Gilbert, former Editor-in-Chief of New Idea and Editor of Good Medicine, Younger You magazine will have a print run of 30,000 and will be distributed nationally via newsagents, clinics and online via YoungerYou.com.au.

Gilbert says the magazine is an exciting step in building on the strength of the Younger You website.

“Younger You magazine will complement YoungerYou.com.au to confirm the brand as the go-to resource for accessible, commonsense information on achieving a more youthful appearance,” says Gilbert.

Marina Go, Publisher for Independent Digital Media says, “YoungerYou.com.au quickly established itself as Australia’s most trusted anti-ageing source, and by extending the brand into the magazine landscape, we can now communicate with our highly engaged audience both online and offline.”

Aimed at women (and men!) aged 30+ who want to look their best for their age, the new title features ways to look and feel more youthful, from tips on makeup, skincare, nutrition and salon treatments, to cosmetic dentistry, surgical and non-surgical options.

The first issue of Younger You magazine will feature:

Demi is 47, going on 27 – how she and her fellow superstars really do it.

Bigger or smaller? We have the answer.

Wrinkle busting procedures for every age.

30 minute treatments that really work.

20 reasons that will surprise you

A little more about Younger You:

It's Australia’s premier anti-ageing, self-enhancement and wellness website targeting consumers who want to maintain or recapture a healthy, youthful appearance and corresponding sense of wellbeing.

Younger You magazine launches this Wednesday and will cost $9.95. The magazine will initially be bi-annual, and will be available nationally in newsagents, clinics, and online via www.youngeryou.com.au.

IDM’s 'Women’s Network' includes PRIMPED.com.au, Australia’s leading premium dedicated beauty website, TheKnot.com.au, the ultimate wedding destination and YoungerYou.com.au, Australia's most trusted anti-ageing and wellness website.

I can't wait to get my hands on a copy of Younger You. I'm making a bold prediction: I think it will have a similar impact on the magazine market as did Shop 'Til You Drop. Back then, readers flocked, while the industry pondered just where this magazine sat in a somewhat crowded market. Years later, and it is hands-down one of the best glossies around, fulfilling a magazine niche many never knew existed. A similar evolution will take place for Younger You, I think: filling a need for a certain set of the population (catching interested peripheral readers in the process) wanting a trusted source of info on all matters anti-ageing and youthfulness. Bring it on.

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