Rogers Publishing to launch competitive 50+ site called EverBetter
Rogers Publishing will be going head-to-head with ZoomerMedia starting in April, with the launch of a new site called EverBetter.ca targetting the 50+ segment. According to a story in Media in Canada, the site's content will use material from other Rogers properties -- both print and web.
ZoomerMedia's 50Plus.ca has about 200,000 unique monthly visits per page, the story says, and about a 60% visitor increase in 2008, compared to 2007; the social networking site has about 55,000 members since it launched.
"It's just natural to go after that demographic, because they're the largest demographic in Canada right now," says Jean Goulet, executive publisher at Rogers.Leanne Wright, VP communications at ZoomerMedia, says that ad pages have increased 60%, at Zoomer.ca with net ad revenues doubling since the redesign of Zoomer magazine (formerly CARP magazine) last October and including additional customers in beauty, fashion and travel.
ZoomerMedia's 50Plus.ca has about 200,000 unique monthly visits per page, the story says, and about a 60% visitor increase in 2008, compared to 2007; the social networking site has about 55,000 members since it launched.
posted by D. B. Scott at
10:34 am
6 Comments:
A lot will also depend on the CARP Renewal rate since Zoomer is also a freebie with CARP membership. Some of the oldies (myself included) are not too thrilled with the new mag. It might be better to join AARP -- they have a respectable publication. For material about the US, try: http://twitter.com/themediaisdying
There are many Carp members who won't be renewing when Zoomer comes due. It's a supercilious, shallow puff rag and there're many complaints. Watch those ad pages shrivel up in a year or so.
That's okay John & Dean, it's aimed at the under-75s.
There is no suggestion that Rogers will start a print publication along the lines of Zoomer. In fact, the new site has much more in common with the sites at Transcontinental that aggregate content from a number of different company-owned publications and sites.
I think everyone in the industry knows that Elle is full of drama! Wish they had a reality TV show...it would be more entertaining than Stylista.
Since commenters can't seem to tell the different, Zoomer Magazine is the print magazine, 50Plus.com is an online magazine/newsletter. Two totally different things. (50Plus is very different and doesn't have a lot of puff pieces or luxury nonsense).
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