New Life in Danish Women's Magazine Market with Liv

Benjamin Media in Denmark is launching a new lifestyle magazine for women 40 and over: Liv. The new magazine, which has been in the planning for six years, will hit the newsstands on Feb. 10, 2011.

"We're confident that Liv fills a real need for a magazine exclusively for women in their 40s," says Ann Qvist, the editor-in-chief of Liv. "The reactions in our focus groups have been extremely positive when we presented them. These women love to read magazines but clearly lacked a title geared just toward them and not on other age groups at the same time. They are a critical audience that will spend time and money on magazines only if they get good content of a high quality, which is something we can deliver."

Benjamin Media and its parent company Bonnier Publications are significant players on the Danish magazine market. And the magazine Tara, which is published by Bonnier Publications in Norway and Bonnier Tidskrifter in Sweden, is also for women 40 and over. "There has been a surge in recent years at Tara, especially in Norway - both in terms of magazine sales where Tara is now the largest women's magazine in Norway and in ad sales, which experienced a growth of 60 percent over the past two years," says Jesper Buchvald, CEO of Benjamin Media."The growth in advertising sales also shows that advertisers are more aware of women in their 40s as an attractive target group. They have time, desire and the opportunity to experience something new and spend money on it."

A Danish version call of Tara was also tested in focus groups, but Benjamin Media chose instead to publish its own magazine to better target the substance, tone and topics for the Danish market.