Broad Magazine
Sharing the stories and celebrating the syle of women aged 50-plus.
The Challenge
There’s been a cultural shift in how we view ageing yet this narrative is not being reflected in the mainstream Australian media that is presented to us through television, advertising and print.
Women are increasingly more comfortable saying – I’m ageing and I’m okay with that. I don’t need to try and be young, and I don’t want that stereotype reinforced. Yet a staggering percentage of women’s magazine titles and blogs are aimed at younger women, despite the fact that women in the 50-64 age bracket are heavier magazine readers, and spend more time per week reading them.
The majority of our market have a positive attitude to technology, and are some of the highest consumers of internet content.
Ageing is not a one-size-fits-all experience
More than two-thirds of Australian women over 50 think they’re more youthful than their parents were at the same age.
Broad Magazine shares the stories and celebrates the style of women aged 50-plus. With age informing yet not defining our content spanning culture, career, lifestyle, fashion, travel, food, and family. Each issue, both online and in print putting mature women centre stage, concentrating on both the successes and the challenges of ageing via quality journalism and a design lens that embraces the beauty of being older.
Being some of the highest consumers of internet content, Broad was originally launched as a subscription-based digital magazine through both iTunes and Google play, before a custom website was designed that would share blog content along with downloadable versions of each issue via our dedicated Shopify store.
