Research Articles

We Think Baby Boomers

- 01 April, 2014

A first for the Australian market, Bauer Media launched YOURS – an exciting new magazine for women over 50. The fortnightly title, which hit newsstands in February 2014, addresses the needs of the “forgotten generation” of women who at 50+ are living life to the full, enjoying the health and wealth that typifies the modern baby boomer generation.


The launch comes after a year of extensive research, which was met with an overwhelmingly positive response from test audiences. The women interviewed told us loud and clear they wanted a magazine for their age group, a title that deals specifically with issues relevant to their life stage and lifestyle. 

YOURS provides the perfect platform to speak to Australia’s powerhouse purchasers, with the boomer demographicestimated to be worth $100 billion in annual spending power.*

Fiona Connolly, Editor-in-chief of YOURS, said, “This type of magazine has been a long time coming for this populous generation of Australian women. There is nothing like it on the newsstands.

“These are women with a wealth of experience. They know what they want and they’re fascinated by everything life has to offer. YOURS is celebratory, honest and friendly – everything that embodies this time in our readers’ exhilarating lives.” 

The We Think Baby Boomers research presentation addresses all the above and more. We look at mindset, behaviours and passions of this valuable group of women who claim they are largely ignored by brands and the media. 

*Source: EMMA (Enhanced Media Metrics Australia); Dec 12-Nov 13. Spend estimate based on categories covered in survey.


View the full research presentation here 

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