Media Kit 2021 - Medium Rare Content Agency
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1 MEDIA KIT
magazine
Media Kit
2021
2 MEDIA KIT
The trailblazing
generation.
The over 50s are Australia’s true trailblazers.
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.
3 MEDIA KIT
The 50+ audience is
particularly valuable
to marketers.
It is socio-economically advantaged with significant wealth
and purchasing power.
Australians 50+:
Make up 30% of the full-time workforce, 1 in 3 are professionals/
managers and half are the country’s managing directors and chairs
of organisations.
Account for 39% of the Big Spenders on discretionary items such
as travel and leisure.
Have an average in savings and investments of $384,950 and have
significantly more wealth than the average Australian ($235,740
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.
Now you can put your brand in front of this high-spending
and affluent audience.
Statistics throughout are from Roy Morgan September 2020 research unless otherwise marked.
4 MEDIA KIT MEDIA KIT 4
The audience.
More purchasing A growing
power demographic
On average, 65+ Australians 7.9 million Australians are aged
have the means to spend 50 or above – almost a third
significantly more than other age of the population… of whom
brackets, particularly younger nearly 4.3 million are aged
generations. Spending remains 50-64 and over 3.6 million are
stable throughout retirement aged 65 and above.
– almost 60% of people spend
about the same throughout their A state of mind
retirement.
80% feel younger than their age,
with over half feeling at least 10
Maintaining their years younger than they are…
interests However, 46% feel less valued
Like all other generations, they by society than they did when
are after cars, clothes and home they were younger.
renovations; have an interest
in travelling, eating out and
going to movies. They also are
concerned about health and
fitness.
By 2050, 25% of
Australians will be
aged 65+*
*Global Centre for Modern Ageing.
5 MEDIA KIT
5.5 million people
aged 50+ have read
a magazine in the
An unprecedented past month.
opportunity. 16% more likely
than the average
Australian to
Research has revealed that 78%* of those aged do so.
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.
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…
*Gransnet and Mumsnet
6 MEDIA KIT
It’s time for a new approach when speaking to the 50+ market.
A highly-targeted general interest publication that
reaches an actively engaged and high-value audience of
Australian seniors.
DARE influences 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.
7 MEDIA KIT MEDIA KIT 7
The content
DARE features exclusive content that is specifically
structured with audience insights and market trends in
mind. Editorial sections are:
Discover Indulge
Providing a world of All the good things in life.
inspiration on the latest For many Australians,
tech, life hacks, and getting older is a period
good news stories. of great joy and freedom.
Time to enjoy!
Books
Trends Travel
Life hacks Home
Tips Pets
Fashion
Beauty
Explore Plan
Feeding curiosity and Clever decisions on all
the desire to venture out aspects of life, from
for new experiences to financial plannig to
broaden the mind and health, are important.
nourish the soul. We provide expert advice
Big issues and commonsense tips.
Relationships Wealth
Family Estate planning
Volunteering Careers
News trends Technology
Heath8 MEDIA KIT
The audience + distribution / Key info*
Distribution Gender breakdown Readership
The magazine is delivered to
the home addresses of
100,000 52% 48%
Australian Seniors
customers
FEMALE MALE
Age of customers Location of
customers
40%
1%
Northern
28%
Territory
19%
9%
Queensland
P E R C E N TA G E %
24%
Western Australia
7% Bi-monthly publication
32%
South Australia
(6 per year)
5%
New South
Wales –
3% 27%
A no-wastage,
Victoria 2% highly engaged audience with
3% every issue9 MEDIA KIT
DARE magazine advertorials and native content
Bring your brand story to life with native content produced by our expert team.
What is an advertorial? What is native content?
A clearly recognisable advertisement, taking the form of Expertly written commissioned content, which follows
editorial content, but leading in on the product or service. a natural and organic form, in keeping with the editorial
The content is supplied by the client. style of the magazine.
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* Production costs apply (in addition to media cost)10 M E D I A K I T
DARE directory
Our premium directory section provides your business with a highly visible and
affordable marketing solution.
Each ad is created by our internal design team, with advertisers
providing us with:
60 words of copy
1 x high-res image
1 x high-res logo
URL/website
Phone number (optional)11 M E D I A K I T
Rate Card
Advertising rates Directory rates
SIZE 1x 3x 6x POSITION 1x 3x 6x
DOUBLE PAGE HALF PAGE 3,250 3,055 2,871
17,100 16,074 15,109
SPREAD
QUARTER PAGE 1,830 1,720 1,616
FULL PAGE 9,500 8,930 8,394
EIGHTH PAGE 980 921 865
HALF PAGE 5,130 4,822 4,532
THIRD PAGE 3,800 3,572 3,357
Premium position Loose inserts
POSITION 1x 3x 6x WEIGHT COST PER ’000
INSIDE FRONT COVER 0-5g 95
20,520 19,288 18,131
SPREAD
6-10g 105
OUTSIDE BACK COVER 12,350 11,609 10,912
11-15g 115
INSIDE BACK COVER 10,450 9,823 9,23312 M E D I A K I T
Deadlines 2021/2022
Sept / Oct 2021 Nov / Dec 2021
Booking deadline: 20 July 2021 Booking deadline: 21 September 2021
Material deadline: 27 July 2021 Material deadline: 28 September 2021
Delivered: 1 September 2021 Delivered: 1 November 2021
Jan / Feb 2022 Mar / Apr 2022 Jun / Jul 2022
Booking deadline: 10 November 2021 Booking deadline: 21 January 2022 Booking deadline: 21 March 2022
Material deadline: 17 November 2021 Material deadline: 27 January 2022 Material deadline: 25 March 2022
Delivered: 1 January 2022 Delivered: 1 March 2022 Delivered: 1 June 202213 M E D I A K I T
Ad Sizing
AD SIZE TRIM TYPE BLEED
to be supplied as two
DOUBLE PAGE SPREAD
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 285mm14 M E D I A K I T
Material specification Ad sizing
Material submission Proofs File format
Medium Rare Content only accepts For accurate colour reproduction, all Medium Rare Content uses
advertising material via Quickcut/Adsend advertising material must be accompanied 3DAPv3 separation profiles DOUBLE PAGE SPREAD
or SENDlite. For more information by a 3DAPv3 colour proof created from (3DAPv3PAPERTYPE-3_280_F45.icc), To be supplied as two single full pages
regarding these providers please contact: the supplied file at 100%. Medium Rare a Australian standard for proofing and
Content uses guidelines for ISO 12647-2 printing.
Quickcut/Adsend (Adstream): (3DAPv3), a standard for proofing and
Web: adsend.com.au printing. Files to be created in PDF version 1.3
Tel: 1300 768 988 or 1.4. FULL PAGE
(Australia only tech support) In order to verify that a proof is in Trim – 275mm x 210mm wide
Email print@adstream.com.au compliance with the 3DAPv3 proofing PDF files to be supplied in CMYK format Type/design – 259mm x 194mm wide
NOTE: When uploading advertising Bleed – 285mm x 220mm wide
requirements, each proof must be with all fonts embedded into the file.
material via Quickcut do not include supplied with a 3DAPv3 endorsed control RGB or spot colour files will be rejected.
crop marks on the PDF file, as these will strip printed next to the advertisement.
be automatically generated. PDF files need to be supplied as single
SENDlite: No responsibility will be taken for print page files, unless supplying gatefold
colour reproduction when a 3DAPv3 PDF files. HALF PAGE VERTICAL
Web: mediumrare.sendlite.net
Tel: +61 2 9818 1965 colour proof is not supplied. Trim – 275mm x 100mm wide
Type/design – 259mm x 84mm wide
When supplying advertising material it is For more information regarding 3DAPv3 Bleed – 285mm x 110mm wide
essential that you supply your complete proofing guidelines, visit 3dap.com.au
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. HALF PAGE HORIZONTAL
Left/right hand pages on double page Trim – 135mm x 210mm wide
spreads are to be noted at the end of Type/design – 119mm x 194mm wide
the booking number, e.g. 12345678ABL / DISCLAIMER While Medium Rare Content is Bleed – 145mm x 220mm wide
committed to producing magazines of the highest
12345678ABR. calibre and will ensure advertising material is
reproduced as intended, the responsibility is
The order of consecutive advertisements firmly with the client/agency to supply advertising
is to be noted in the material instructions. material according to our specifications. No
responsibility will be taken if advertising material
Please contact production is not supplied according to Medium Rare Content THIRD PAGE VERTICAL
specifications. Medium Rare Content cannot accept
(adproduction@news.com.au) prior to requests to modify supplied advertising material. Trim – 275mm x 70mm wide
sending revised files to ensure that the Advertising material must be delivered on time so Type/design – 259mm x 54mm wide
that quality checking procedures can take place.
correct material appears. Advertising material will be archived for three Bleed – 285mm x 80mm wide
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.15 M E D I A K I T
Material specification
Images / colour Design / type Page layout
Images are to be supplied in CMYK format. All type must be a minimum of 8pt and All advertising material is to be supplied
RGB, LAB or spot files will be rejected. 12pt for reversed type. to the correct publication trim size and is
to include 5mm bleed (where required).
Images should be supplied at 100% Black type smaller than 24 points to be Crop, bleed and registration marks
scaling, 300dpi and using the correct made up of 100% black only and set to plus page information are to appear on
3DAPv3 separation profile, the 3DAPv3 overprint. advertising material, offset by a minimum
profile will set the correct CMYK of 6mm.
separation and total ink limit (see File Black type larger than 24 points should
Format). For more information regarding be made up of rich black - 100% black and Ensure that all text and logos are
separation profiles, visit 3dap.com.au 50% cyan. supplied to the correct type/ design area
Extremely thin and fine type, particularly specifications (see Ad Sizing).
No embedded ICC profiles.
type with serifs, should be avoided. No text or important page content should
The total ink limit is 280%. Registration appear within 10mm either side of the
colour in the swatches palette should Due to the trim and binding variance, even
distances from trim to borders may vary spine on double page spreads (total
never be used. 20mm) due to this space being optically
during the print run. We recommended
Solid black panels should be made up of that borders to be made up of 1 colour and lost within the spine of the magazine.
rich black - 100% black and 50% cyan. be a minimum thickness of .08mm and sit Using double imaging is at the discretion
no less than 10mm in from the trim. of the client/agency, as it is not ideal
White elements/type to be set to for all pages within the magazine. If
knock-out. 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.16 M E D I A K I T
Advertising Contacts
HEAD OF SALES, BUSINESS & ENTERTAINMENT
Steve Koutsoukos
02 8114 8938
steve.koutsoukos@mediumrarecontent.com
NATIONAL ADVERTISING MANAGER
Kelly Kilic
02 8114 8684
0408 696 265
kelly.kilic@mediumrarecontent.comYou can also read
